Glossary

GLOSSARY

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A

Account Management

Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.

Account-Based Marketing (ABM)

Account-Based Marketing (ABM) – Targeted Marketing for B2B Companies

Account-Based Marketing (ABM) is a strategic approach in B2B marketing where individual companies (accounts) are treated as markets. Instead of directing broad campaigns at a large audience, ABM focuses on individually selected, particularly relevant corporate clients. The goal is to develop highly personalized marketing and sales measures for these key customers to optimally exploit their potential.

ABM is particularly effective when it comes to complex, consultative products with long sales cycles and multiple decision-makers – typical for many B2B markets. The focus is not only on a single contact but on the entire buying center within a company.

A successful ABM process begins with the selection of target accounts. Criteria such as company size, industry, revenue potential, or strategic importance play a role. Subsequently, tailor-made content and campaigns are developed – such as individual white papers, personalized landing pages, or exclusive events. Sales and marketing work closely together to deliver coordinated and relevant messages at the right time.

A key advantage of ABM is efficiency: resources are targeted at the most promising customers, which increases the success rate. Moreover, ABM strengthens customer loyalty as communication is precisely tailored to the needs and challenges of the respective company.

Technology also plays an important role – for example, through CRM systems, marketing automation, or personalization tools. Platforms like HubSpot or Salesforce offer special features for implementing ABM strategies.

Overall, ABM enables a deeper customer relationship, higher closing rates, and better ROI – provided it is strategically thought out and consistently implemented. In contrast to this is Customer/Contact Based Marketing (CBM).

ActiveCampaign

ActiveCampaign is a powerful platform for email marketing, marketing automation, and CRM (Customer Relationship Management) that has been specifically designed for small to medium-sized businesses. It enables targeted and personalized customer communication across various channels – all with a high level of automation and efficiency.

The core of ActiveCampaign lies in marketing automation. Users can create so-called automations using a visual editor – processes that are triggered automatically when certain conditions are met. For example, a customer who purchases a product can automatically receive a thank-you email, followed by a series of additional messages tailored to their behavior.

Another key feature is email marketing: With a variety of templates, drag-and-drop editors, and personalization options, professional newsletters and campaigns can be created quickly. The segmentation features ensure that content reaches the right recipients effectively.

Additionally, ActiveCampaign offers an integrated CRM system that supports sales processes and improves customer care. Contacts can be managed, prioritized, and assigned tasks depending on their status in the sales process. This allows sales teams to maintain oversight and respond effectively to leads.

ActiveCampaign is also particularly strong in integration with other tools: It can connect with hundreds of third-party platforms like Shopify, WordPress, Salesforce, or Zapier to optimize workflows.

In summary, ActiveCampaign is a versatile tool that unites marketing and sales on one platform. It helps businesses deepen customer relationships, automate processes, and achieve measurable results – all with the goal of sustainably improving the customer experience.



Add to Basket

"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.

Adobe Experience Manager

Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.

The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.

A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.

Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.

AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.

In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.

Alt Title

An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.

Amazon A+

Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.

Amazon A9

Amazon A9 – The Invisible Force Behind Search Results

Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.

The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.

A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.

Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.

Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.

Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.

Amazon Seller

Amazon Seller – The Independent Seller on Amazon's Marketplace

An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.

Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.

A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.

Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.

However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.

Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.

Amazon Vendor

Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.

AMS

AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.

Android

Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.

API

An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.

Art Director

An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.

Authentication

Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.

B

Backlinks

In digital marketing, backlinks are a central theme – especially in the area of search engine optimization (SEO). A backlink, also called a referrer, is a link from one website to another. In the eyes of search engines like Google, backlinks serve as a trust signal: The more high-quality pages link to a particular page, the more relevant it appears for certain search queries.

However, backlinks are much more than just a ranking factor. They influence visibility, traffic, and ultimately the economic success of a business on the Internet. In this article, we shed light on the role of backlinks in digital marketing, explain how they work, and present effective strategies to build a healthy link profile.

What are backlinks and why are they important?

Backlinks are external hyperlinks that refer from another domain to your own website. They can be roughly divided into two categories:

  • DoFollow Links: These pass what is called link juice, or "ranking power," to the linked page.

  • NoFollow Links: These signal to search engines not to follow the link – they do not directly influence rankings but can still bring traffic.

Search engines like Google use backlinks as part of their algorithm to assess the relevance and authority of a page. A page that is linked to by many reputable domains tends to rank higher in search results.

How search engines evaluate backlinks

Not every backlink is equally valuable. Search engines consider various factors to determine the quality of a backlink:

  1. Authority of the linking page

    Backlinks from established sites like news portals, universities, or government sites are considered particularly valuable.

  2. Relevance of the content

    A link from a thematically related website is significantly more valuable than a link from an irrelevant page.

  3. Anchor text of the link

    The anchor text – that is, the clickable text of a link – gives hints about the content of the target page. Keyword-relevant anchor texts are particularly effective but should be naturally embedded.

  4. Position of the link on the page

    Links that are embedded in the main content of a page are regarded as higher quality than those in the footer or sidebar.

  5. Naturalness of the link profile

    A naturally grown link profile with a mix of different types and sources of links appears authentic. Artificially created link structures or purchased links, on the other hand, can lead to penalties.

Strategies for building backlinks

1. Content marketing

Content is the foundation for sustainable link building. High-quality, useful, or entertaining content is linked to more often. Examples:

  • Infographics: Visually presented data is easily shareable.

  • Studies and statistics: Exclusive data provides high value.

  • Guides and tutorials: Practical content has a high chance of being linked.

2. Guest posts

Writing guest articles for other blogs or expert portals is a tried-and-true method. The article should be high quality and offer real benefits to the reader. The backlink typically occurs in the author profile or in the body text.

3. Broken link building

This involves identifying non-functioning links on other websites. You then offer the website operator a functioning, own resource as a replacement. This is helpful and increases the chances of a backlink.

4. Outreach & networking

Personal contacts and active networking with other website operators, bloggers, or journalists can also help generate backlinks. A personalized, friendly request is generally more successful than mass emails.

5. Directory entries and industry portals

Entries in relevant online directories or industry listings can also bring valuable backlinks – provided they come from reputable sources.

Black Hat vs. White Hat link building

In link building, there are two fundamental approaches:

  • White Hat: Sustainable, rule-compliant methods, such as creating high-quality content or acquiring links through natural linking.

  • Black Hat: Manipulative methods, such as purchasing links en masse, operating link farms, or using automated tools.

Search engines are becoming increasingly better at recognizing unnatural link patterns. The result: manual penalties, drastic ranking losses, or even the deindexing of the affected website.

Analyzing and monitoring backlinks

An effective link profile management is crucial for long-term SEO success. Tools like Ahrefs, SEMrush, Moz, or Google Search Console help analyze incoming links. You should pay attention to the following aspects:


  • Number of backlinks

  • Source of the links (domains/IPs)

  • Distribution of anchor texts

  • Identifying toxic links and possibly disavowing (through Google's Disavow Tool)

Pitfalls and common mistakes

Errors can easily occur during link building, leading to negative consequences:

  1. Links from low-quality pages

    Links from spam sites or untrustworthy domains often do more harm than good.

  2. Over-optimization of anchor texts

    An excessive use of keyword-rich anchor texts appears unnatural.

  3. Unnatural link spikes

    A sudden, massive increase in backlinks can trigger alarm bells with search engines.

  4. Neglecting link diversity

    A healthy mix of DoFollow/NoFollow, various link sources, and types of anchor texts is ideal.

Backlinks in the holistic digital marketing strategy

Backlinks should not be viewed in isolation, but rather integrated into a comprehensive marketing strategy. Combined with high-quality content, technical SEO, social media, and performance marketing, a strong digital presence is created.

Good content helps not only with link building but also with brand building, customer retention, and increasing reach. Backlinks can also bring targeted referral traffic – that is, visitors who arrive at a website through a link.

The future of backlinks in SEO

While Google continuously introduces new factors such as user experience, core web vitals, or AI-based assessments, backlinks still hold significant importance. However, quality is increasingly more important than quantity. The trend is clearly shifting towards thematically relevant, trustworthy, and naturally occurring backlinks.

Conclusion

Backlinks remain a decisive lever in digital marketing – especially in the area of SEO. They strengthen the visibility of a website, bring targeted traffic, and increase trust in a brand or company.

A sustainable link building approach is based on quality, relevance, and authenticity. Companies that invest long-term in high-quality content, good networking, and building a strong brand will also benefit from their backlink profile.

Big Idea

In digital marketing, the term "Big Idea" stands for more than just a good advertising message – it is the central creative concept that makes a brand or campaign unique, memorable, and effective. A successful Big Idea gives digital campaigns a common thread that runs through all touchpoints – from the advertisement to social media to the website or app.

In this article, we explore what a Big Idea means in digital marketing, how it is developed, what its strategic significance is, and how companies can successfully utilize it.

What is a Big Idea?

The Big Idea is the overarching, creative theme of a campaign. It succinctly conveys the brand message in a sharp, emotional, and easily understandable form. It is not just a slogan or visual – it is concept, attitude, and story at the same time.

Characteristics of a Big Idea:

  • Simple and clear: It is easy to understand and reduces a complex message to its essence.

  • Emotionally charged: It speaks to the feelings and values of the target audience.

  • Recognizable and consistent: It can be consistently conveyed across different channels and formats.

  • Inspiring and activating: It encourages action, such as purchasing, sharing, or reflecting.

  • Long-term viable: Ideally, it is suitable not just for a single campaign but can shape the brand for years.

Why is the Big Idea so important in digital marketing?

In the digital world, countless pieces of content compete for attention. Brands must spark interest within seconds. Without a strong guiding idea, campaigns get lost in randomness.

The Big Idea helps to…

  • stand out from the crowd,

  • build an emotional connection with the target audience,

  • create a consistent brand identity across all channels,

  • make campaigns focused and efficient,

  • be quickly recognized.

How does a Big Idea emerge?

The development of a Big Idea does not follow a rigid process, but it is usually based on four central steps:

  1. Market Analysis & Understanding of Target Audiences

The best creative idea is useless if it misses the target audience. Therefore, every development begins with a solid analysis:

  • Who is our target audience?

  • What needs, problems, or desires do they have?

  • What language do they speak – emotional, visual, cultural?

Competitors are also analyzed: What positioning already exists? Where might a possible differentiating feature lie?

2. Define Strategic Guidelines

Here, the strategic positioning of the brand is translated into a creative briefing. Central questions include:

  • What is our core message?

  • What central promise do we give to the customer?

  • What emotion or action do we want to trigger?

This step translates business goals into a creative direction.

3. Creative Idea Development (Ideation)

Now the creative process begins: Brainstorming, mood boards, storytelling approaches, wordplay, visual metaphors – anything goes. The important thing is that the idea emerges from the strategy and is not merely "creative for its own sake".

A good example: The Dove campaign "Real Beauty" is based on the strategic insight that many women feel pressured by unrealistic beauty ideals. The Big Idea: "Beauty is diverse and real" – an attitude that has touched millions worldwide.

4. Testing and Refining

Especially in digital marketing, ideas can be quickly validated. A/B tests, surveys, or focus groups help to check and optimize the resonance of the Big Idea. Important: A Big Idea is not a spontaneous flash of inspiration – it is the result of strategy, creativity, and testing.

Examples of Successful Big Ideas in Digital Marketing

1. Nike – "Just Do It"

One of the most well-known Big Ideas worldwide. Originally intended as a simple call to sport, today it is synonymous with self-overcoming, motivation, and willpower. Digitally, it has been continued with social campaigns, YouTube videos, and influencers.

2. Always – "Like a Girl"

This campaign exposes the prejudice that "like a girl" is something negative. The Big Idea: "We define what it means to be a girl" – strong, brave, and confident. Emotional, socially relevant, virally successful.

3. Apple – "Think Different"

This Big Idea runs through all Apple communication – including digital: Whether product presentations or storytelling on YouTube – Apple shows not only what technology can do but what it stands for: creativity, independence, progress.

Utilizing the Big Idea in Digital Channels

A Big Idea realizes its full impact when implemented uniformly across all channels but adapted to formats:

1. Social Media

Short, emotional, shareable – the Big Idea must translate into snippets, hashtags, stories, or reels. Here, the creative spin that fits the platform counts.

2. Websites and Landing Pages

Here, the idea is deepened. Visuals, headlines, texts, and interactive elements reference the guiding idea and lead to conversion.

3. Email Marketing

Personalized content based on the Big Idea promotes recognition and strengthens brand loyalty.

4. Paid Advertising (Display, Video, SEA)

Whether banner ad or pre-roll on YouTube – the Big Idea ensures that even short advertising materials stick in the mind.

5. Content Marketing

Blog posts, white papers, or podcasts provide depth and context to the idea. Ideal for building thought leadership.

Challenges in Developing a Big Idea

  • Too many stakeholders: Too many opinions can dilute the clarity of the idea.

  • Lacking strategic foundation: Without clear positioning, the creative idea becomes arbitrary.

  • Channel focus instead of brand focus: An idea that works only for TikTok but does not fit the brand is not a true Big Idea.

  • Fear of courage: Big ideas can sometimes be uncomfortable. Courage is a prerequisite for differentiation.

Conclusion: The Big Idea as the Heart of Digital Marketing

In digital marketing, it is no longer just about being visible – it is about being relevant. The Big Idea is the key to this. It succinctly articulates what a brand stands for, what makes it unique, and why it can touch people.

A strong Big Idea …

  • strengthens brand identity,

  • increases emotional brand attachment,

  • enhances campaign effectiveness,

  • creates recognition across platforms,

  • and makes a brand digitally "experiential".

It is not an end in itself but a strategic tool in the fight for attention and significance. In a world where content is swiped, clicked, or ignored within milliseconds, the Big Idea is not just helpful – it is crucial.

Image/Video

In a world where users are confronted with thousands of pieces of information daily, visual communication is becoming increasingly important. Images and videos are now among the most essential tools in digital marketing. They allow companies to evoke emotions, convey complex content clearly, and build a strong brand identity. This article highlights the role of image and video content in digital marketing, their impact, application fields, strategies, as well as challenges and trends.

1. Why visual content is so important

Visual content has significant advantages over plain text:

  • Attention: Images and videos capture attention faster than text. In social media, milliseconds determine whether a post is noticed.

  • Comprehensibility: Complex issues can often be better explained visually, e.g., with an explanatory video or an infographic.

  • Emotional appeal: Images and videos evoke emotions – a prerequisite for messages to stick.

  • Sharing and engagement: Visual content is shared, liked, and commented on much more frequently in social networks than plain text posts.

  • Brand identity: Visual storytelling helps convey brand values and messages and creates recognition.

2. Applications for image and video material in digital marketing

The possibilities for using visual content are diverse. Here is an overview of central application fields:

a) Social Media Marketing

On platforms such as Instagram, Facebook, TikTok, or LinkedIn, images and videos are the central means of communication. Short, engaging clips (“Short Form Video”) dominate the feed, and visual trends like Reels or Stories shape the interaction with the target audience.

b) Content Marketing

Whether in a blog, newsletter, or on the website: images and videos increase reading time, illustrate content, and improve user experience. Particularly popular are:

  • Explanatory videos

  • Tutorials

  • Interviews

  • Behind-the-scenes material

c) E-Commerce

Product images and videos significantly influence purchase decisions. Customers want to experience products in as realistic a way as possible; hence:

  • 360° views

  • Product demonstrations

  • Application videos

  • User-generated content

are strong sales drivers.

d) Advertising (Paid Ads)

Visual ads on Google, YouTube, Facebook, or Instagram achieve higher click rates than plain text ads. Moving images, especially in the form of Video Ads, are increasingly preferred because they convey more information in less time.

e) Email Marketing

In email marketing, images and GIFs also increase attention and click rates. Especially embedded videos (or at least thumbnails with links) improve performance.

3. Strategies for successful use

The use of images and videos should not be arbitrary. A well-thought-out content strategy is crucial:

a) Target audience analysis

Which formats, visual styles, or video lengths appeal to the target audience? A young audience on TikTok reacts differently than B2B clients on LinkedIn.

b) Storytelling

Good visual content tells a story. Whether in an Instagram post or a YouTube spot – storytelling makes the difference between information and emotion.

c) Consistency in brand image

Colors, fonts, image styles, music, and tone should match the brand. A consistent visual language strengthens branding and creates recognition.

d) Mobile First

Since most content is consumed via mobile devices, images and videos must be optimized for small screens – both technically and aesthetically.

e) SEO for images and videos

Visual content can also contribute to visibility in search engines:

  • Alt texts for images

  • Video descriptions and tags on YouTube

  • Transcripts for videos on websites

  • Structured data for better indexing

4. Success factors for visual marketing

For image and video content to reach their full potential, the following factors should be considered:


  • High quality: Blurry or poorly produced content damages brand perception.

  • Relevance: Content must fit the target audience, the channel, and the message.

  • Authenticity: Especially on social media, genuine, spontaneous content often performs better than highly polished advertising videos.

  • Call to Action (CTA): A clear call to action at the end of a video or in the image description increases conversion.

  • Duration: Depending on the platform, the video length should be adjusted (e.g., under 60 seconds on Instagram, longer on YouTube).

5. Challenges and pitfalls

Despite all the advantages, there are also hurdles when dealing with image and video material:

a) Copyrights

The use of third-party images and videos without a license is illegal. Companies should only use their own content or royalty-free media.

b) High production costs

Professional video productions can be expensive and time-consuming. However, solutions like smartphone videos or simple animation tools offer cost-effective alternatives.

c) Algorithm dependency

The success of visual content heavily depends on the platforms' algorithms. What works today may lose reach tomorrow.

d) Accessibility

Not all users can consume visual content equally. Subtitles, audio descriptions, and alternative texts improve accessibility for all.

6. Trends in visual marketing

The field is rapidly evolving. Current trends show where the journey is headed:

a) Short videos & Reels

TikTok, Instagram Reels, and YouTube Shorts show: Short, entertaining videos are the new standard format – especially for young audiences.

b) Livestreams

Live videos create closeness, interaction, and authenticity. They are suitable for product presentations, Q&As, or event coverage.

c) Interactive videos

Increasingly, videos are enriched with clickable elements, polls, or branching decision trees – for more engagement and personalization.

d) Augmented Reality (AR)

Virtual fittings, product placements in space, or filters – AR offers new possibilities for visual brand communication.

e) Artificial Intelligence

AI can assist in video creation, image editing, personalization, and even content generation. Tools like AI-generated speakers or deepfake avatars are increasingly being used.

Conclusion

Images and videos can no longer be imagined without digital marketing. They increase attention, boost interaction, convey messages emotionally, and enhance brand loyalty. However, the key to success lies not only in creativity but also in strategy, understanding the target audience, and technical implementation.

Brands that purposefully use visual storytelling and keep pace with current trends gain a clear advantage in the competition for attention, trust, and conversion.

Buy One Get One Free

BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.

Brainstorming

Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.

Brandbook

Brands are much more than logos or names. They are emotional points of identification, anchors of trust, and distinguishing features in competition. However, for a brand to be perceived consistently, credibly, and recognizably, it requires clear guidelines – the Brandbook. In marketing, the Brandbook (also known as Brand Manual, Brand Handbook, or Styleguide) is a central tool for brand management. It ensures that all internal and external stakeholders understand, design, and communicate the brand in a uniform manner.

What is a Brandbook?

A Brandbook is a comprehensive document that describes the identity, values, rules, and visual elements of a brand. It defines how a brand looks, how it speaks, and how it behaves – across all channels, platforms, and touchpoints. It is aimed at marketing departments, design teams, agencies, distribution partners, and anyone who works with the brand.

The goal is to ensure a consistent brand perception – regardless of who communicates or where communication takes place.

Why is a Brandbook important?

1. Consistency in brand communication

Brands are perceived strongly when they are consistent. A Brandbook prevents inconsistent appearances, incorrect colors, differing tonalities, or misleading messages.

2. Efficiency and clarity

Teams save time and effort because they do not have to start from scratch every time. The Brandbook serves as a reference guide for design, communication, and marketing questions.

3. Professional external appearance

A uniform appearance looks professional, strengthens trust, and increases recognition.

4. Protecting brand identity

The Brandbook protects the brand from being diluted or misrepresented – especially important in franchise systems, partner networks, or international markets.

Contents of a Brandbook

A good Brandbook consists of several parts that cover both the strategic and visual dimensions of the brand. The contents may vary depending on the company but typically include the following chapters:

1. Brand core and positioning

  • Mission: Why does the brand exist? What purpose does it serve?

  • Vision: Where does the brand want to go in the long term?

  • Values: What does the brand believe in? What is important to it?

  • Target groups: Who are the most important customer groups?

  • Brand promise: What does the brand offer to the customer?

  • Competitive advantage (USP): What makes the brand unique?

Example: “Our brand stands for sustainable, stylish fashion at fair prices – for people who want to dress consciously and modernly.”

2. Brand language and tonality

  • Claim / Slogan: A concise expression of the brand promise.

  • Tonality Guide: How does the brand speak? Casual or formal? Emotional or factual?

  • Wording: Which terms and formulations are preferred? Which should be avoided?

Example: “We address our customers directly and kindly - without jargon, but with style and attitude.”

3. Logo guidelines

  • Logo variants: Main logo, sub-logos, monograms.

  • Sizes, spacings, placements: How much space does the logo need?

  • Color variants: When is which logo (colored, black/white, inverted) used?

  • Don’ts: What is prohibited in usage? (e.g., distorting, new colors, inappropriate backgrounds)

4. Color world (Corporate Colors)

  • Primary colors: The main colors of the brand (including color values: RGB, CMYK, HEX, Pantone).

  • Secondary colors: Complementary colors for accentuation.

  • Color contrasts and combinations: Which colors may appear together?

Example: “Our blue symbolizes trust and technology. It must not be altered or replaced with similar shades of blue.”

5. Typography (Corporate Fonts)

  • Main font: e.g., for headlines.

  • Body text font: For long texts.

  • Backup font: For office applications or when the main font is not available.

  • Font style rules: Bold, italic, uppercase, etc.

6. Visual language and visual elements

  • Image style: Authentic, documentary, staged, emotional?

  • Image motives: People, products, environments.

  • Illustrations, icons, graphics: Which styles are allowed?

  • Rules for image editing: e.g., filters, colors, composition.

Example: “Our photos show real situations and people – no staged stock photos.”

7. Application examples

  • Business cards, letterhead, email signatures

  • Social media templates

  • Presentations, brochures, promotional materials

  • Web design and app design

These examples show how the brand should look and feel in practice.

Brandbook vs. Styleguide – the difference

The terms Brandbook and Styleguide are often used interchangeably, but they differ in scope:

  • Styleguide: Typically focuses on visual and design rules (logo, colors, typography).

  • Brandbook: Additionally encompasses brand strategy, tonality, vision, values – thus also the content-strategic dimension.

A Brandbook is therefore more comprehensive than a purely visual Styleguide.

Digital Brandbook

More and more companies are relying on digital brand portals that are available online. Advantages:

  • Always up to date

  • Easy to share with partners or agencies

  • Interactive examples, downloads, and templates integrated

Examples of platforms: Frontify, Bynder, Brandfolder, Canva Brand Hub.

Best practices for a strong Brandbook

  1. User-friendliness: Clearly structured, logically organized, with a table of contents and search function.

  2. Brevity and clarity: No novels, but concise statements with many examples.

  3. Visualization: Many screenshots, templates, and “Do’s & Don’ts”.

  4. Accessibility: All relevant individuals should be able to access it easily.

  5. Regular updates: Brands evolve – the Brandbook should grow with them.

Benefits of a Brandbook at a glance

Benefit

Description

Uniform appearance

Consistent and professional across all channels

Time savings

Clearly defined rules avoid constant questioning

Quality assurance

Prevention of misinterpretations

Efficient collaboration

External partners (e.g., agencies) can start immediately

Stronger brand identity

Clear vision and values strengthen the internal and external brand image

Conclusion

A Brandbook is much more than a design manual – it is the cultural and visual blueprint of a brand. It unites strategy and design, identity and expression. Having a well-thought-out Brandbook not only ensures a consistent brand presence but also fosters emotional attachment to the brand – both internally and externally.

Especially in times of digital omnipresence, fragmented touchpoints, and global brand management, a strong, clearly documented Brandbook is indispensable. It distills brand identity into a clear essence – making it tangible and actionable for everyone.

Bullet Points

Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.

C

CMS

In the digital world, it is essential for companies, organizations, and individuals to manage and publish their content efficiently. This is where Content Management Systems (CMS) come into play. They enable the creation, maintenance, and continuous updating of websites, blogs, shops, and other digital platforms without deep programming knowledge.

1. What is a CMS?

A Content Management System (CMS) is a software solution that allows the creation, organization, editing, and publication of digital content – primarily for websites. The great advantage: the separation of content and technology (code). This allows editors to edit content without having to deal with HTML, CSS, or database connections.

A CMS typically consists of two areas:

  • Frontend: The part of the website that visitors see.

  • Backend: The management interface for editors and administrators.

2. How does a CMS work?

A CMS is modularly built and usually based on server-side programming (e.g., PHP, Python, Java) in combination with a database (e.g., MySQL or PostgreSQL). Content such as texts, images, or videos is stored in the database and dynamically displayed in the frontend via templates.

Typical procedure:

  1. An editor creates a new post via the backend.

  2. The content is stored in the database.

  3. When the website is accessed, the content is displayed via the template design.

  4. Users see the content in the frontend without noticing the underlying technology.

3. Advantages of CMS systems

a) User-friendliness

Even without programming knowledge, content can be edited, pages created, or media uploaded. This significantly lowers the entry barrier.

b) Time savings

Thanks to WYSIWYG editors (“What You See Is What You Get”) and drag-and-drop functions, content can be quickly adjusted.

c) Flexibility

With plugins and extensions, CMS systems can be adapted almost endlessly – from SEO optimization to e-commerce.

d) Multi-user capability

Multiple people can work on content simultaneously, with differentiated roles and rights.

e) Scalability

From a simple blog to a complex corporate site – CMS grow with the requirements.

4. Known CMS systems in comparison

There is a wide variety of CMS systems with different focuses. Here is an overview of the most well-known:

CMS

Description

Target Group

WordPress

Market leader, versatile, huge community and plugin selection

Blogs, SMEs, agencies

Typo3

Very flexible, complex structure, particularly widespread in the DACH region

Large companies, authorities

Joomla!

Middle ground between WordPress and Typo3

Clubs, mid-sized companies

Drupal

Very powerful but technically demanding

Developers, large projects

Contao

Privacy-friendly, structured, ideal for GDPR-compliant websites

Agencies, institutions

Shopware, Magento

Specialized CMS for e-commerce

Online shops

Webflow, Wix, Squarespace

Cloud-based CMS with a focus on design and simplicity

Designers, freelancers, startups

5. Areas of application for CMS

a) Corporate websites

Corporate sites are usually realized with CMS, as they require regular maintenance and involve many stakeholders.

b) Blogs and news portals

Editorial systems for journalistic content almost always rely on CMS.

c) E-commerce

Many online shops use specialized CMS like Shopware, WooCommerce (for WordPress), or Magento.

d) Intranets

Internal platforms for employee communication or knowledge management can also be implemented with CMS.

e) Campaign and event pages

Thanks to quick implementation, they are ideal for time-limited projects or landing pages.

6. CMS in digital marketing

In online marketing, the CMS plays a central role:

a) SEO-friendliness

CMS offer functions for optimizing meta tags, URLs, loading times, mobile design, and structured data – essential for search engine rankings.

b) Content marketing

A CMS allows continuous publishing and updating of content such as blog articles, infographics, or videos.

c) Conversion optimization

Forms, call-to-actions, A/B tests, or dynamic content can be specifically integrated and adjusted.

d) Tracking & analysis

Integrated interfaces to tools like Google Analytics, Matomo, or Facebook Pixel make user behavior measurable.

7. Headless CMS – the modern approach

In addition to traditional CMS, there are increasingly headless CMS like Strapi, Contentful, or Sanity. These fully separate content from presentation.

Advantages:

  • Content can be delivered across channels (website, app, smartwatch)

  • More control over the frontend by developers

  • Ideal for complex, multilingual projects

Disadvantage: Technically demanding and less accessible for editors without a developer team.

8. Security with CMS

Since CMS systems are often targets of cyberattacks, they must be regularly maintained:

  • Updates for core, plugins, and themes

  • Secure passwords and user management

  • SSL certificates and firewalls

  • Backup strategies

Many security vulnerabilities arise from outdated or poorly maintained installations.

9. Challenges in CMS projects

a) Overloading due to plugins

Too many extensions can lead to conflicts, security vulnerabilities, and slow loading times.

b) Dependence on the system

Once made CMS decisions are difficult to revise. A later switch can be expensive.

c) Technical know-how

Despite user-friendliness, maintenance, hosting, security, and performance are often not realizable without expert knowledge.

10. Conclusion

Content Management Systems are the backbone of modern web presences. They allow for efficient and flexible content management, implementation of marketing strategies, and dynamic digital communication. Whether WordPress for a blog, Typo3 for a corporate website, or a headless CMS for an app – the choice of the right system depends on goals, resources, and user requirements.

In the long term, companies that rely on a well-maintained, securely set up, and strategically integrated CMS will benefit. For in the digital age, the ability to deliver content quickly, purposefully, and professionally is a decisive success factor.

Community Management

In a digitally connected world, where customers not only consume but also actively participate in brand communication, community management plays a central role in digital marketing. It is much more than simply responding to comments or moderating discussions – it is the art of listening, responding, and building sustainable relationships with a digital audience.

Professional community management can strengthen customer loyalty, increase brand loyalty, provide valuable feedback, and even contribute to product development. In this article, you will learn what community management is, why it is so important, which strategies have proven effective, and how to successfully integrate it into your digital marketing strategy.

1. What is Community Management?

Community management refers to the creation, maintenance, and governance of online communities around a brand, product, or company. It encompasses all measures that contribute to creating and nurturing an active, loyal, and engaged fanbase.

Community management typically takes place on platforms such as:

  • Instagram, Facebook, TikTok, LinkedIn, X (Twitter)

  • YouTube comments

  • Forums, groups, and Discord servers

  • Blogs or brand websites

Everywhere people publicly or semi-publicly interact with each other and with a brand.

2. Goals of Community Management

Community management pursues both short-term and long-term goals:

  • Strengthening customer loyalty and satisfaction

  • Promoting brand loyalty and word of mouth

  • Building reputation and crisis prevention

  • Generating User Generated Content (UGC)

  • Direct feedback for optimizing products and services

  • Improving the algorithm through high engagement rates

3. Responsibilities of a Community Manager

A community manager is the voice of the brand externally – and at the same time the ear internally. The main responsibilities include:

a) Moderation and Interaction

  • Responding to comments, messages, and mentions

  • Guiding discussions and intervening if necessary

  • Identifying and removing trolls, spam, and toxic behavior

b) Monitoring

  • Monitoring brand mentions online (social listening)

  • Recognizing trends, criticism, or praise

  • Reacting early to potential shitstorms or conflicts

c) Building Relationships

  • Maintaining contact with multipliers, influencers, and power users

  • Appreciating community members, e.g., through comments or features

d) Collecting Content Ideas

  • Deriving ideas for posts, products, or campaigns from feedback and comments

e) Reporting

  • Analyzing engagement rates, response times, and sentiment

  • Creating reports for marketing, product development, or PR

4. Strategies for Successful Community Management

1. Speed Matters

People expect timely responses today – especially for complaints. A response within a few hours (or even minutes) shows appreciation and competence.

2. Tonality: Human and Brand-Consistent

The language of the community should be authentic, relatable, but also brand-appropriate. Depending on the target audience, the use of "you" or "formal you," humor or seriousness may be appropriate.

3. Transparency and Honesty

Publicly admitting mistakes or addressing criticism factually helps to build trust. Communities appreciate openness.

4. Involving the Community

Asking questions, conducting surveys, sharing content, highlighting users – this way, the community becomes part of the brand.

5. Proactive Actions

Not just react, but also proactively set topics: Provide discussion prompts, start stories, moderate live streams, or initiate challenges.

5. Tools and Technologies in Community Management

Various tools are available to support and increase efficiency:

  • Social Media Management Tools: e.g., Hootsuite, Sprout Social, Buffer, Swat.io

  • Monitoring Tools: e.g., Brandwatch, Talkwalker, Mention, Meltwater

  • CRM Integration: Connection with customer data for better personalization

  • Chatbots: For automated standard responses (e.g., to frequently asked questions)

These tools help to reduce response times, maintain an overview, and analyze sentiments.

6. Examples of Successful Community Management

Example 1: 

Deutsche Bahn on Twitter/X

Through humorous, quick, and still informative responses, DB has built a strong online personality – despite (or precisely because of) the often-critical community.

Example 2: 

About You

Through constant interaction on Instagram Stories, incorporating influencers, and personalized responses to comments, the company specifically strengthens its connection with Gen Z.

Example 3: IKEA

With a mix of product advice, creative input, and real listening, IKEA successfully nurtures its community across various platforms – from customer service to inspiration.

7. Challenges in Community Management

❌ Shitstorms and Criticism

Those who are visible are also attacked – especially on social media. Community managers must respond diplomatically, calmly, and solution-oriented.

❌ Lack of Resources

Many companies underestimate the effort required. A large community requires daily maintenance – ideally with trained personnel and clear processes.

❌ Negative Dynamics

Toxic discussion cultures, hate speech, or spam require clear rules (netiquette) and consistent moderation.

8. Community Management and Brand Building

Community management is a direct component of brand identity. The way a company presents itself on social media sometimes speaks louder than any advertising campaign.

A consistent appearance strengthens:

  • Brand Affinity

  • Trust

  • Recognizability

  • Loyalty

Furthermore, a strong community can become a mouthpiece itself: through recommendations, shares, and discussions – effectively serving as free multiplier marketing.

9. Measuring Success

Important KPIs in community management include:

  • Engagement Rate: likes, comments, shares

  • Response Time & Rate

  • Sentiment Analysis: mood of the interactions

  • Community Growth

  • Number of Returning Users

  • User Generated Content (UGC)

These metrics help regularly evaluate and optimize the quality of the relationship with the community.

10. Conclusion: The Community is More Than Just an Audience

Community management is not a "nice-to-have," but a strategically valuable component of digital marketing. It is not just about reacting to comments, but about building real, lasting relationships.

If done correctly, the community becomes a brand ambassador, source of innovation, and customer retention measure all in one. Companies that take their target audiences seriously, listen to them, and communicate on equal footing will secure long-term relevance, trust, and loyalty in the digital space.

Community Manager

A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.

Consent Manager (CMP)

A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.

When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.

CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.

CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.

Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.

Content Manager

A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.

Conversion

Conversion in Marketing – From Prospect to Customer

The term conversion in marketing refers to the desired action of a user, which ideally turns them from a prospect into a customer. This does not always have to be a purchase – filling out a form, subscribing to a newsletter, or downloading a white paper also count as conversions. The key point is: A conversion advances the user one step further in the customer journey.

The conversion rate (CR) measures the percentage of visitors who perform such a desired action, relative to the total number of visitors. It is a central KPI (Key Performance Indicator) for assessing the efficiency of marketing measures – whether on websites, in email campaigns, or in online stores.

Example: If an online store has 1,000 visitors a day and 30 of them make a purchase, the conversion rate is 3 %.

The goal in marketing is to increase this rate through targeted measures. These include:

  • Optimization of User Experience (UX)

  • Clear Call-to-Actions (CTAs)

  • Trust-Building Elements such as customer reviews or quality seals

  • Personalized Content and Offers

  • Fast Loading Times and Mobile Optimization

  • Targeted A/B Testing to compare variants

In performance marketing, a distinction is often made between micro-conversions (e.g., clicks, downloads) and macro-conversions (e.g., purchases, contract signings). Both are important for measuring success throughout the entire customer journey.

Conclusion: Conversion is the goal of every marketing activity. Those who address users purposefully, eliminate barriers, and provide clear added value increase the likelihood that visitors become paying customers – thus sustainably improving the return on investment (ROI).

Cookies

Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.

Core Values

Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.

CRM and CDP

In digital marketing, the ability to recognize and meet customer needs precisely is crucial for sustainable success. Data plays a central role in this – especially when it comes to personalized communication, long-term customer loyalty, and the optimization of customer journeys. Two systems are particularly relevant: the classic CRM (Customer Relationship Management) and the modern CDP (Customer Data Platform).

Although both work with customer data, they differ fundamentally in structure, purpose, and applications. In this article, we take a close look at both systems, compare their functions, and show how they effectively work together in digital marketing.

1. What is a CRM system?

CRM (Customer Relationship Management) is a software solution for managing customer relationships. It helps companies collect, organize, and utilize information about existing and potential customers to improve communication and optimize the sales process.

The key functions of a CRM:

  • Contact management (names, email addresses, phone numbers)

  • History of interactions (emails, meetings, calls)

  • Lead and opportunity management

  • Task and appointment coordination

  • Sales and revenue reports

  • Segmentation of customers

  • Automated email workflows

CRM systems like Salesforce, HubSpot, Zoho, Microsoft Dynamics, or Pipedrive are particularly common in sales and customer service.

2. What is a CDP (Customer Data Platform)?

A CDP is a centralized platform that collects, unifies, and provides customer data from various sources in real-time to create a complete, consistent customer profile (“Single Customer View”). Unlike the CRM, a CDP is primarily designed for marketing purposes – especially for cross-channel personalization and automation.

Functions of a CDP:

  • Data collection from various channels (website, apps, CRM, e-commerce, support, etc.)

  • Unification and cleansing of datasets

  • Creation of individual, dynamic customer profiles

  • Real-time segmentation and updating

  • Integration with external marketing tools (e.g., email, ads, push)

  • Data protection-compliant storage and use of data

Well-known CDP providers include Segment, Tealium, Bloomreach, mParticle, Salesforce CDP, and also HubSpot under certain conditions.

3. The differences between CRM and CDP

Feature

CRM

CDP

Main focus

Management of customer relationships (primarily sales)

Central collection and use of customer data (primarily marketing)

Data sources

Manual entries, email, sales tools

All digital touchpoints: web, app, ads, email, CRM, PoS

Data types

Structured data (name, purchase history)

Structured & unstructured data (behavior, clicks, events)

Target groups

Sales teams, customer service

Marketing teams, data analysts

Real-time availability

Mostly limited

Real-time profiles and segmentations

Integration

Limited data input

Broad API connections, flexible data integration

Personalization

Rather static

Dynamic, cross-channel

4. Why does modern marketing need both?

In the past, a CRM was often sufficient to manage the most important customer relationships. However, in the digital age, users interact on many channels simultaneously – e.g., via social media, websites, apps, emails, or even voice assistants. CRM systems quickly reach their limits here.

The CDP complements the CRM by bringing together customer data across channels and making it usable in real-time. Together, they form the basis for data-driven, highly personalized marketing.

5. Applications in digital marketing

a) Personalized communication

Thanks to the CDP, individual user profiles can be created – for example, based on purchasing behavior, click paths, or product interests. This information flows into personalized newsletters, product recommendations, or advertising campaigns.

Example:

A customer shows multiple interests in running shoes on the website – in the next email newsletter, relevant models and discounts are specifically presented.

b) Omnichannel marketing

CDPs enable a seamless customer journey across various channels. An action in the webshop can immediately trigger a reaction in the app or the email system.

Example:

Abandoned cart → reminder email after 15 minutes → retargeting ad on Instagram after 24 hours.

c) Lead scoring and nurturing

In the CRM, leads are classified by maturity level and linked to concrete actions (e.g., callback by sales). The CDP can refine this scoring with real-time behavior.

d) Automation of campaigns

A CDP feeds automated marketing workflows: welcome journeys, reactivation campaigns, cross-selling – all based on current user behavior.

e) Data-driven decision-making

Marketing teams can conduct A/B tests, analyze target groups, and in real-time recognize which segments respond best to specific campaigns.

6. Challenges and success factors

Challenges:

  • Data silos: When CRM, e-commerce, support, and marketing are not interconnected, data quality suffers.

  • GDPR & data protection: Customer data may only be used with consent. Transparent consents, data minimization, and deletion concepts are mandatory.

  • Technical complexity: Implementing a CDP is complex and requires strategic planning and IT resources.

  • Cross-team collaboration: CRM is often located in sales, CDP in marketing – collaboration is needed here.

Success factors:

Clear data strategy: What data is collected? For what purpose? Who has access?

Transparency towards customers: Data protection compliant and traceable

Integrations: A good CDP can connect with CRM, CMS, shop systems, and analytics tools

Customer centricity: The individual is at the center – not the tool.

7. Practical examples of CRM & CDP in use

► E-commerce providers

  • CRM stores customer data, orders, customer service tickets.

  • CDP links website behavior, cart abandonments, and open rates.

    → Result: Highly personalized product recommendations + targeted retargeting.

► Insurance companies

  • CRM manages existing contracts, consultations, contacts.

  • CDP analyzes web visits, offer calculator usage, campaign responses.

    → Result: Trigger-based advisory emails + individualized offer designs.

► B2B SaaS providers

  • CRM tracks leads in the sales funnel.

  • CDP recognizes which content is being consumed on the website.

    → Result: Sales support with personalized use cases for potential customers.

8. The future: Unified Customer Data Experience

The trend clearly points towards a holistic, data-driven marketing approach, where CRM and CDP are seen not as competitors, but as two sides of the same coin.

In the future, there will be an even stronger focus on:

  • Real-time personalization

  • Predictive analytics

  • AI-based recommendations

  • Consent management and data ethics

Everything will revolve around – all based on an intelligent connection of CRM and CDP data.

Conclusion: CRM & CDP – unbeatable together

CRM and CDP are central building blocks of digital marketing. The CRM ensures long-term, trustworthy relationships with existing customers. The CDP provides the technological foundation for cross-channel, data-driven, and real-time action.

Companies that sensibly link both systems benefit from:

  • Higher customer retention

  • Better campaign performance

  • More efficient targeting

  • Stronger personalization

CRM is the memory of the customer relationship – the CDP is the engine for dynamic, data-driven marketing.

CRO

CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.

CTA

Call-to-Action – a call to click (to take action by the user) on a website or app.

Customer Journey

The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.

Customer-Based Marketing (CBM)

Customer-Based Marketing (CBM) is a marketing approach that consistently places the customer at the center of all strategies and actions. Unlike product- or brand-oriented approaches, CBM fully aligns with the needs, expectations, and behavior of existing and potential customers. The goal is to build long-term, value-creating customer relationships and to maximize the Customer Lifetime Value (CLV).

At the core of CBM is the analysis of customer data. Companies no longer segment their target groups solely based on demographic criteria, but rather on behavioral data, preferences, purchase history, and interactions. This allows for the creation of more precise customer profiles, which serve as the basis for personalized marketing measures – whether through targeted email campaigns, individualized offers, or dynamic website content.

CBM is particularly supported by modern technologies such as CRM systems, marketing automation, data analytics, and artificial intelligence. These enable the collection, evaluation, and derivation of concrete action strategies from large amounts of customer data. Platforms like HubSpot, Salesforce, or Adobe Experience Cloud provide comprehensive solutions for implementing customer-based marketing.

A major advantage of CBM is the higher relevance of marketing communication: customers receive content that is truly tailored to their interests and needs. This increases the likelihood of conversions, strengthens customer loyalty, and reduces wastage in outreach. Additionally, CBM supports the transition from one-time sales to continuous customer relationships.

Ultimately, CBM is not just a marketing concept but a holistic mindset that encompasses all areas of the company – from sales to customer service to product development. In contrast, there is Account Based Marketing (ABM).

CXO

A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.

D

DAM System

Digital Asset Management – Efficient Management of Digital Content

Digital Asset Management (DAM) refers to systems and processes for the central management, organization, and distribution of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitization and growing media volumes, a professional DAM system is becoming increasingly important for companies.

A central goal of DAM is to make digital content efficiently searchable and usable. Instead of searching for files scattered across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, allowing them to be found and used correctly within seconds.

Typical functions of a modern Digital Asset Management system include versioning of files, rights and approval management, search functionalities, integration into existing workflows, and distribution options for different channels. Marketing and creative teams particularly benefit, as campaign materials, brand assets, or product photos are available in a uniform and controlled manner.

In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. Brand perception is also strengthened, as only the most current and approved materials are used.

Whether small businesses or international corporations – a well-implemented Digital Asset Management System creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.

Dark Posts

In the world of digital marketing, personalization is key. Those who want to effectively and specifically address potential customers need tailored content. One method that has gained significant importance in this context is known as Dark Posts. The term sounds mysterious – but behind it lies a powerful tool in social media advertising that offers advertisers maximum flexibility and audience targeting.

In this article, you will learn what Dark Posts are, how they work, what advantages and risks they bring – and how to incorporate them into your digital marketing strategy.

1. What are Dark Posts?

Dark Posts are paid posts (ads) in social networks – especially on platforms such as Facebook, Instagram, LinkedIn, or X (formerly Twitter) – that do not appear organically on the brand's profile. They are invisible to the general public, except for the target audience to whom they are explicitly delivered.

Example:

A company runs three different ads with slightly different text – each aimed at men, women, and a younger audience. These posts do not appear in the public profile but only as specific advertisements in the feeds of the respective target groups.

2. Differences from regular social media posts


Criterion

Organic Post

Dark Post (Ad)

Visibility

Publicly visible on profile

Visible only to target audience

Placement

Feed / Timeline / Profile

Only in target audience's Feed/Stories

Interactions

Publicly visible

Visible only within the ad

Audience Targeting

No or limited options

Very targeted targeting options

Analysis & Optimization

Limited

Complete performance analysis possible

3. Use Cases for Dark Posts

Dark Posts are particularly useful when it comes to audience-specific communication, A/B testing, or specialized campaigns.

a) A/B Testing of Advertising Content

With Dark Posts, companies can test different versions of a text, image, or call-to-action – without overloading the feed with similar posts.

b) Personalized Addressing

With tailored content for different audiences (e.g., men/women, age groups, interests), conversion rates can be increased.

c) Regional Advertising

A restaurant or a local shop can target advertisements for people in a specific radius – without the entire community being aware of it.

d) Retargeting Campaigns

Users who, for example, visited a specific product page but did not make a purchase can be targeted again through Dark Posts.

e) Seasonal or Temporary Offers

Promotions, sales, or events that are only to be advertised for a short time are ideal for Dark Posts.

4. Advantages of Dark Posts

✅ Precise Targeting

Dark Posts allow for extremely fine-grained audience control – by age, gender, interests, location, behavior, and more.

✅ No Feed Chaos

Since posts do not appear on the public profile, many variations can be tested simultaneously without disturbing the brand image in the feed.

✅ Higher Relevance

Personalized ads appear more relevant and increase the engagement rate, leading to better results at lower costs.

✅ Discrete Communication

If someone wants to communicate sensitive offers, exclusive discounts, or limited content only to specific groups, this can be done without public insight.

✅ Easy Evaluation and Optimization

With detailed performance analysis, ads can be quickly and data-driven optimized.

5. Risks and Disadvantages of Dark Posts

⚠️ Lack of Transparency

Since Dark Posts are not publicly visible, they can be badly controlled from the outside. This theoretically leaves room for misleading or manipulative content.

⚠️ Different Messages

When different target groups receive different statements, there is a risk of inconsistencies in brand communication.

⚠️ Labor-Intensive Content Process

Creating multiple variations for different target groups requires more planning, writing, and design resources.

⚠️ Dependence on Platform Algorithms

Like any paid social media strategy, Dark Posts depend on the rules and algorithms of the platform – a change can have significant impacts.

6. How to Create Dark Posts?

Example: Dark Posts on Facebook and Instagram

The creation does not occur directly through the platform app but through the Meta Business Manager.

Steps:

  1. Go to the Facebook Ads Manager.

  2. Select the desired campaign type (e.g., conversions, reach, leads).

  3. Set the target audience, budget, and placements.

  4. Under "Advertisements," you then create the actual Dark Post (with text, image, video, link, etc.).

  5. Important: Do not use as an existing post, but create a new advertisement.

  6. After publication, the post is visible only to the target audience – not on the Facebook/Instagram page.

Optionally, you can conduct previews and tests in the "Creative Hub" beforehand.

7. Practical Example: Dark Post Campaign for an E-Commerce Company

An online fashion store is planning a discount campaign:

  • Target Group A: Women aged 18–30 → Casual look with influencer content

  • Target Group B: Men aged 25–40 → Classic looks with strong visual branding

  • Target Group C: Previous customers → Exclusive 20%-discount

Instead of posting three posts on the public profile, the company uses three different Dark Posts tailored to each group – with individual language, image selection, and call-to-action.

Result:

  • Higher relevance

  • Less wastage

  • Better CTR and conversions

  • No redundancy in the main feed

8. Legal & Ethics

Dark Posts must comply with legal requirements despite their invisibility:

  • Labeling Obligation: Advertising must also be recognizable as such.

  • Data Protection: Targeting options must not be discriminatory or violate data protection regulations.

  • Transparency: Platforms like Facebook now offer a degree of insight into ongoing advertisements via the “Page Info” function – making Dark Posts a bit "less dark".

9. Conclusion: Dark Posts as a Precise Tool in the Marketing Mix

Dark Posts offer enormous advantages in digital marketing – especially when it comes to targeted communication, A/B testing, retargeting, or temporary campaigns. They help minimize wastage, personalize messages, and specifically improve ad performance.

However, companies should use them thoughtfully and strategically. Too much fragmentation of the message or lack of consistency in branding can be counterproductive.

When applied correctly, Dark Posts are a highly effective tool to score with relevant content at the right time and place in the fiercely competitive digital advertising market.

DeepL

DeepL – Intelligent Translations with AI

DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.

The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.

DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.

Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.

For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.

Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.

Demand Creation

Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.

Digital Asset Management System

In an increasingly digital world, the efficient handling of digital content is becoming more important for companies. Digital assets – including images, videos, documents, presentations, audio files, and graphics – are created in large numbers every day. To systematically store, manage, and easily retrieve these contents, more and more organizations are relying on Digital Asset Management Systems (DAM systems).

What is a Digital Asset Management System?

A Digital Asset Management System is a software solution that helps companies centrally store, organize, search for, manage, and distribute their digital content. DAM systems structure the management of media files and ensure that users can access the required files quickly and efficiently at any time.

A typical DAM system enables the tagging of assets, provides them with metadata, allows the management of usage rights, and supports workflows for approvals or versioning.

Main Functions of a DAM System

A powerful DAM system offers a variety of functions that go far beyond mere storage:

  • Centralized Storage: All digital assets are located in one central, structured place. Redundancies are avoided.

  • Metadata Management: Files are equipped with keywords, categories, descriptions, and other metadata that facilitate search and sorting.

  • Fast Search: Search functions by file type, date, creator, keywords, or other criteria enable quick access to relevant content.

  • Versioning: Older versions of an asset are stored, allowing changes to be tracked and previous states to be restored if necessary.

  • Permission Management: User rights can be assigned individually to control access to sensitive content.

  • Integration: Modern DAM systems can be seamlessly integrated with other software solutions such as content management systems (CMS), e-commerce platforms, or marketing tools.

  • Sharing and Collaboration Features: Teams can collaborate on assets, comment on them, and approve them for publication.

  • Reporting and Analytics: Usage data is analyzed to measure the success of content and identify optimization potentials.

Benefits of a DAM System

The implementation of a DAM system brings numerous benefits, both for small companies and international corporations:

1. Increased Efficiency

The central management and powerful search function of a DAM system significantly reduce the time employees need to search for and organize files. Content is available faster, and workflows are accelerated.

2. Consistent Brand Communication

Companies can ensure that all teams worldwide access the current and approved versions of logos, brochures, and marketing materials. This ensures the consistency of brand communication.

3. Security and Protection of Digital Assets

DAM systems offer security mechanisms such as access controls, encryption, and automatic backups to protect valuable company content from loss, misuse, or unauthorized access.

4. Cost Reduction

By avoiding duplicated work, reducing storage space waste, and better reusability of existing assets, a DAM system lowers operational costs.

5. Support for Global Teams

In internationally operating companies, a DAM system allows remote access to required content, thus facilitating collaboration across different locations.

6. Better Use of Media Content

Marketing and creative teams can more easily reuse existing assets and adapt them to new campaigns instead of constantly creating new content. This speeds up time-to-market and optimizes resources.

Typical User Groups of a DAM System

Various departments benefit from a Digital Asset Management System in different ways:

  • Marketing Teams: Use DAM systems to manage campaign materials efficiently, prepare assets for various channels, and optimize workflows for approving new content.

  • Creative Departments (Design, Photography, Video): Use DAM systems to organize and edit large quantities of image and video data.

  • Sales Teams: Access up-to-date product documentation and presentations to serve customers quickly and professionally.

  • IT Departments: Implement DAM systems to optimize storage structures and comply with compliance requirements.

  • Legal Teams: Monitor compliance with usage rights and licenses.

On-Premises vs. Cloud-Based DAM

Depending on their requirements, companies can choose either an On-Premises DAM (local installation) or a Cloud-Based DAM:

  • On-Premises: Data is stored on local servers. Companies have full control over their content but must manage maintenance, updates, and security themselves.

  • Cloud-Based: Data is stored in the cloud and is accessible via the internet. Advantages include easy scalability, lower IT costs, and quick access from anywhere.

Hybrid models that combine the advantages of both options are becoming increasingly popular.

Selection Criteria for a DAM System

When selecting a DAM system, companies should pay attention to the following points:

  • User-Friendliness: An intuitive interface facilitates acceptance within the company.

  • Flexibility and Scalability: The system should be able to grow with the increasing demands of the company.

  • Integration Capabilities: Compatibility with existing tools and systems (e.g., Adobe Creative Cloud, CMS systems) is crucial.

  • Security Features: Data protection and IT security should meet the highest standards.

  • Support and Training: Competent customer service and training offerings support the successful implementation and use.

  • License Costs: Our systems have unlimited users, a clear advantage

Future of Digital Asset Management

The importance of DAM systems will continue to grow in the coming years. Trends such as artificial intelligence (AI) and automation are revolutionizing the way content is managed. AI can already help with automatic tagging, image analysis, or personalization of content. Future DAM systems will be even more interconnected with other business systems, such as Customer Relationship Management (CRM) or Product Information Management (PIM), providing a central platform for all digital content.

Conclusion

A Digital Asset Management System is no longer just a "nice-to-have" but an essential tool for companies that want to efficiently manage their digital content and increase their competitiveness. Choosing the right system, tailored to individual needs, is a crucial step towards better organization, faster market response, and sustainable digital transformation.

Digital Strategy

A digital strategy is a comprehensive plan that helps companies achieve their business goals through the use of digital technologies. This strategy includes the integration of digital solutions into various business processes to increase efficiency, improve customer experience, and gain competitive advantages. Here are the main components and aspects of a digital strategy:

1. Goals and Vision

A successful digital strategy starts with clearly defined goals and a vision. These should align with the company's overall business strategies. Common goals include enhancing customer loyalty, increasing revenue, optimizing operational efficiency, and fostering innovation.

2. Market Analysis and Competitive Research

A thorough market analysis is essential to understand customer needs, current market trends, and competitor strategies. This analysis helps identify opportunities and threats and make informed decisions based on that.

3. Customer Experience (CX)

A central element of the digital strategy is optimizing the customer experience. This includes all interactions a customer has with the company, from the first contact to post-service. Companies utilize digital tools like CRM systems (Customer Relationship Management) to provide personalized and consistent experiences across all channels.

4. Technology and Infrastructure

Selecting the right technology and creating a robust infrastructure are crucial. This includes cloud computing, data analytics, mobile technologies, social media, artificial intelligence, and machine learning. These technologies support the automation of business processes and enable data-driven decisions.

5. Data and Analytics

Data is the heart of any digital strategy. Companies collect and analyze vast amounts of data to gain insights into customer behavior and preferences. With advanced analytics tools, companies can identify patterns, make predictions, and create personalized offers.

6. Digital Marketing

Digital marketing encompasses all marketing activities conducted through digital channels. This includes search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing, email marketing, and online advertising. The goal is to increase the company's visibility, generate leads, and boost sales.

7. Organizational Change and Culture

A digital strategy often requires organizational change. This involves creating a digital corporate culture that is ready to embrace new technologies and learn continuously. Employees need to be trained and empowered to effectively use the new digital tools and processes.

8. Agility and Innovativeness

In a rapidly changing digital landscape, agility is a must. Companies must be able to respond quickly to market changes and develop innovative solutions. Agile methods like Scrum and Kanban help manage projects more efficiently and deliver results faster.

9. Security and Privacy

As the use of digital technologies increases, so does the risk of cyberattacks and data breaches. Therefore, a robust security strategy is essential. This includes the implementation of security protocols, regular security assessments, and compliance with regulations such as GDPR.

10. Measurement and Evaluation

Continuous measurement and evaluation of the digital strategy are crucial to monitor success and make necessary adjustments. KPIs (Key Performance Indicators) and other metrics help track progress and determine the ROI (Return on Investment).

Implementation Examples and Success Stories

Example 1: Digital Strategy, E-commerce Company

A leading e-commerce company could align its digital strategy to enhance user experience through personalized recommendations and an optimized mobile app. By utilizing AI and data analytics, the company can identify purchasing patterns and suggest tailored products, leading to greater customer satisfaction and increased sales.

Example 2: Digital Strategy, Traditional Retail Company

A traditional retail company could leverage digital technologies to develop an omnichannel strategy. This involves integrating online and offline channels to create a seamless shopping experience. Customers can shop online and pick up their orders in-store, increasing convenience and boosting sales.

Challenges in Implementing a Digital Strategy

Implementing a digital strategy can be complex and challenging. Common challenges include:

  • Resistance to Change: Employees and leaders may hesitate to adopt new technologies and processes.

  • Technological Complexity: Selecting and implementing the right technologies can be difficult.

  • Data Security and Privacy: Protecting sensitive data requires constant attention and resources.

  • Lack of Resources: Developing and implementing a digital strategy requires significant financial and human resources.

  • Rapid Technological Changes: Companies need to stay up to date to avoid being overtaken by new developments.

Conclusion

A digital strategy is essential to remain competitive in the modern business environment. It helps companies optimize their business processes, enhance customer experience, and develop innovative solutions. By combining the right technology, data, and an agile culture, companies can effectively achieve their goals and secure long-term success.

Download format

A download format describes the way in which digital content such as files, software, media, or documents are offered for download. The format determines how the downloaded file can be saved, opened, and used. Different download formats are optimized for specific applications, for example, for speed, compatibility, or file size.

Common Download Formats

  • Documents:

    Formats such as PDF, DOCX, or TXT are standard formats for text documents. PDF is particularly popular because it represents content accurately across different platforms.

  • Images:

    Typical formats are JPG, PNG, GIF, or SVG. While JPG is compressed and offers smaller file sizes, PNG and SVG maintain high quality and transparency features.

  • Audio:

    Formats such as MP3, WAV, or AAC are available for music and voice recordings. MP3 is widely used due to its compact size.

  • Video:

    Popular formats are MP4, MOV, and AVI. MP4 is widely used because it allows high quality at relatively small file sizes.

  • Software and Archives:

    Programs are usually offered as EXE (Windows), DMG (macOS), or in archive formats like ZIP or RAR to bundle multiple files efficiently.

Importance of Choice

The choice of the right download format significantly affects usability, compatibility, and download speed. Especially with large files, compression plays an important role in optimizing storage space and loading times. Providers ensure to offer formats that as many users as possible can open without issues.

GDPR

The General Data Protection Regulation (GDPR) – Basics and Significance

The General Data Protection Regulation (GDPR, Ger. DS-GVO) is an EU-wide regulation that has been in effect since May 25, 2018. It governs the processing of personal data by companies, authorities, and organizations within the European Union. The aim of the GDPR is to strengthen data protection and expand the rights of affected individuals.

Personal data are any information that relates to an identified or identifiable natural person – e.g., name, email address, IP address, or location data. The GDPR stipulates that such data may only be processed in a lawful, fair, and transparent manner.

Central principles of the GDPR are purpose limitation, data minimization, storage limitation, integrity, and confidentiality. Companies must be able to demonstrate that they comply with these principles – the so-called accountability. Additionally, the principle of “Privacy by Design and by Default” applies: Data protection must be considered during the development of systems and processes.

Affected individuals have extensive rights under the GDPR, including:

  • Right of access to stored data

  • Right to rectification, deletion (“right to be forgotten”) or restriction of processing

  • Right to data portability

  • Right to object to certain processing, e.g., for advertising purposes

For companies, the GDPR poses organizational and technical challenges. For example, they must document consents, check processors, report data breaches, and maintain records of processing activities. Violations can result in significant fines – up to 20 million euros or 4% of the worldwide annual turnover.

The GDPR has set global standards and emphasizes that the protection of personal data is a fundamental right – particularly relevant in the digital age.

For dietz.digital, the GDPR is an essential basis for daily work. Frequently, questions or ignorance arise that we discuss intensively.

E

Email Newsletter

In times of social media, messenger marketing, and AI-driven advertising, the classic email newsletter may seem almost old-fashioned. But this impression is deceptive: email marketing remains one of the most efficient and direct channels in digital marketing. A well-planned newsletter not only delivers high open rates but also facilitates long-term customer loyalty, targeted personalization, and measurable results – all at comparatively low costs.

In this article, you will learn why email newsletters are so effective, how they can be strategically utilized, which content works, and which tools assist in this process.

1. What is an email newsletter in digital marketing?

An email newsletter is a regularly sent email that delivers relevant information, offers, or content to a defined target audience. In marketing, its primary purpose is to:

  • Inform prospects and customers

  • Build trust

  • Promote products or services

  • Encourage users to take actions (e.g., purchase, sign-up, download)

Newsletters differ from automated transactional emails (e.g., order confirmations) by their content-focused emphasis on added value and relationship building.

2. Why are newsletters so effective?

Despite new channels, email remains one of the most important tools in the marketing mix – and for good reason:

a) Direct channel

Unlike social media, emails reach the recipient's inbox without algorithmic barriers.

b) High ROI

According to DMA (Data & Marketing Association), the return on investment of email marketing exceeds 40 euros per invested euro – significantly higher than other channels.

c) Own distribution list

An email list belongs to the company itself. Unlike followers on other platforms, the contact is sustainably usable.

d) Personalization possible

Email systems allow for precise targeting based on name, interests, behavior, or segments.

e) Automation potential

Once established campaigns can deliver lasting results – e.g., welcome sequences or product series.

3. Types of email newsletters

Depending on the objective, various newsletter types can be distinguished:

► Informational newsletters

Regular updates on a specific topic (e.g., industry news, trends, tips). Goal: retention and expertise building.

► Promotional newsletters

Contain special offers, discounts, or product recommendations. Goal: increase sales.

► Event newsletters

Announce webinars, trade fairs, or online events. Goal: participation and community building.

► Automated newsletters

Part of an automated email sequence, e.g., upon registration, cart abandonment, or product interest. Goal: conversion.

4. Structure and content of a successful newsletter

A good newsletter follows a clear structure and provides the recipient with relevant added value. Here are some essential elements:

a) Subject line

The most important line of the entire email. It determines whether it gets opened.

Tips:

  • Generate curiosity (“5 tips you definitely don't know yet”)

  • Use personalization (“[Max], your update for May”)

  • Brevity and clarity

b) Preheader

The preview line in the inbox – supports the subject line and meaningfully complements it.

c) Greeting & introduction

Personal, direct, possibly with the first name and a friendly tone. Show that you know the reader.

d) Main content

  • Textually and/or visually appealing

  • To the point

  • Value-based (e.g., tips, tools, case studies, discounts)

e) Call-to-action (CTA)

A clear call to action – e.g., “Read now,” “Buy now,” “Register for the webinar.” Don’t overload – one to two CTAs per email are often enough.

f) Footer

With legal information (imprint, privacy policy, unsubscribe link). A mandatory component!

5. Success factors for newsletter campaigns

► Segmentation

Not every recipient is interested in the same thing. Segment by target groups, interests, purchasing behavior, or region.

Example: Customers who have already purchased receive different content than mere prospects.

► Personalization

Use first names, product interests, or previous purchases for tailored content. Tools like ActiveCampaign or Klaviyo make this easy.

► Timing & frequency

Test when your target audience is most active – weekday mornings or weekends? Find the optimal frequency: too often seems annoying, too rarely causes bonds to weaken.

► Mobile optimization

Over 60% of all emails are read on mobile devices. Pay attention to responsive design, short texts, and large CTAs.

► Testing & optimizing

A/B tests of subject lines, CTAs, or sending times help to improve performance.

6. Tools and platforms for email marketing

There are numerous professional tools that make email marketing easier. Here’s a selection:

  • Mailchimp – classic choice for small and medium-sized businesses

  • Sendinblue (Brevo) – GDPR-compliant and versatile

  • Klaviyo – strong in e-commerce (e.g., with Shopify)

  • ActiveCampaign – ideal for automated marketing

  • HubSpot – comprehensive CRM integration

Features offered by these tools:

  • Drag-and-drop editors

  • Templates & design tools

  • Segmentation & automation

  • A/B testing

  • Analysis & reporting

7. Metrics for measuring success

► Open rate

How many recipients opened the email? Guideline: 15–25%.

► Click rate

How many clicked on a link? Guideline: 2–5%.

► Unsubscribe rate

How many unsubscribed from the newsletter? < 1% is uncritical.

► Conversion rate

How many bought, registered, or continued reading after clicking?

Important: Monitor trends and continuously optimize based on this data.

8. Legal: GDPR and double opt-in

Strict data protection regulations apply in email marketing – especially in German-speaking regions.

Mandatory points:

  • Double opt-in procedure: Users must confirm their registration (e.g., by clicking in the confirmation email).

  • Unsubscribe link: Must be included in every email and be easy to use.

  • Data protection and imprint obligation: Both pieces of information must be clearly accessible.

  • Purpose limitation: Explain transparently what data you will use.

Violations can lead to not only warnings but also severely damage user trust.

9. Practical examples of successful newsletters

► E-commerce newsletters

  • Personalized product recommendations

  • Birthday discounts

  • Reminders for cart abandonment

► B2B newsletters

  • Whitepapers & industry analyses

  • Invitations to professional webinars

  • Case studies & references

► Service providers

  • Blog articles with tips & know-how

  • Customer testimonials

  • Calendar booking for consultations

10. Conclusion: The newsletter as digital relationship management

The email newsletter is far more than just a marketing tool – it is a channel for relationship building, trust creation, and long-term brand loyalty. Especially in digital marketing, where users are flooded with information, clear, direct, and valuable communication is essential.

A good newsletter informs, inspires, and activates – turning readers into long-term customers or fans.


Elementor

Elementor – The Page Builder for WordPress

Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.

The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.

Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.

Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.

Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.

Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.

Evalanche

Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.

F

Farmer in sales

Farmer in Sales – The Relationship Manager for Sustainable Success

In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.

A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.

This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.

A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.

Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.

First Moment of Truth (FMOT)

First Moment of Truth (FMOT) – The decisive moment in the purchasing process

The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.

This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).

With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).

For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.

In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.

Focus keyword

A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.

Format adaptations

In digital marketing, it is no longer sufficient to have a strong idea or a high-quality advertisement – what matters is how this idea is adapted to different formats and channels. This so-called format adaptation is a central element of successful campaigns. In a fragmented media landscape with different platforms, devices, and user habits, content must be communicated flexibly yet consistently.

In this article, we explain what format adaptations are, why they are essential in digital marketing, what challenges they bring, and how to implement them strategically and creatively.

What are format adaptations?

Format adaptations (in English content adaptations or creative adaptations) describe the process where a central campaign idea or content piece is adjusted so that it works optimally on different digital platforms.

It's not just about different sizes or layouts (e.g., square vs. vertical), but also about adapting the tone, narrative style, functional logic, and interaction mechanics to the respective platform and target audience.

Example: A 60-second TV spot is cut to 15 seconds for YouTube, transformed into a reel for Instagram, supplemented with user-generated content on TikTok, and turned into a case study video for LinkedIn.

Why are format adaptations so important?

1. Platform-specific user behavior

Each platform has its own dynamics:

  • On TikTok, fast, creative, sound-driven entertainment dominates.

  • On Instagram, visual aesthetics and storytelling in reels or stories are what count.

  • YouTube allows for longer narrative formats.

  • LinkedIn focuses on professional context and informative content.

Those who post the same content 1:1 across all platforms miss out on potential – or get ignored.

2. Optimization of reach and performance

Algorithms favor content that corresponds to the respective format and user behavior. A properly adapted ad or an organic post is played out better, receives more engagement, and reduces media costs.

3. Reuse instead of new production

Clever adaptations can generate dozens of platform-specific contents from a master asset – efficiently, budget-friendly, and sustainably.

Types of format adaptations in digital marketing

1. Visual format adaptations

This is about technical adjustments, e.g.:

  • Aspect ratio: 16:9 (YouTube), 9:16 (Stories), 1:1 (Feed)

  • Resolution: HD, 4K, mobile-optimized

  • Length: 6 seconds (Bumper Ad), 15 seconds, 30 seconds, 60 seconds

  • Text placement: CTA top/bottom, subtitles, animated texts

2. Content adaptations

The core message remains the same, but the content is specifically altered:

  • Shortenings, teaser versions

  • Re-staging of content for a specific target audience

  • Shifts in focus (e.g., from product benefit to image)

Example: A car advertisement is cut for YouTube to be performance-oriented (“Buy now”), while an emotional lifestyle clip is shown on Instagram (“Experience freedom”).

3. Platform-appropriate adaptations

Here, content is adapted to the cultural codes of the platform:

  • TikTok: native challenges, trend language, music integration

  • Instagram: visually appealing, high-quality staging

  • LinkedIn: factual, professionally relevant, with an expert claim

A copy-paste strategy is counterproductive here – users immediately notice when content does not “belong to the platform.”

Challenges in format adaptations

1. Maintaining consistency

The balance between adaptation and brand identity is delicate. Too many variations can dilute the brand, while too little adaptation seems inappropriate or boring. The big idea must remain clearly recognizable – regardless of the format.

2. Resource management

Format adaptations mean effort: different versions, varied requirements, tests. Without good planning and a central content management system, it quickly becomes unmanageable.

3. Technical requirements

Each platform has its own specifications for file formats, lengths, file sizes, and specifications. Mistakes here risk rejections or poor delivery behavior.

Best practices for successful format adaptations

1. Think centrally – implement decentrally

A strong big idea is at the center. It is defined in a master asset (e.g., a main video, key visual, or text) and then professionally transformed into different formats – each adapted to the channel.

2. Modular structure of campaign assets

In content production, it should be thought of modularly from the start: scenes, headlines, visuals, CTAs – everything should be flexibly combinable. This allows for efficiently generating different variants.

3. Content routes for different personas

Not every target audience uses each platform equally. It is worthwhile to develop target group-specific adaptations – both visually and tonally. A young audience reacts differently than a B2B executive.

4. Dynamic Creative Optimization (DCO)

Technologies like DCO enable automated adaptations in real-time – depending on user profile, location, or device. Especially relevant in performance marketing and programmatic advertising.

5. Testing & iteration

A/B tests of different formats help find the optimal output. Insights from one channel can help optimize others.

Tools and workflows for support

  • Canva & Adobe Express: For quick format adjustments (especially social media)

  • Figma & Sketch: For UI designs and variants for web formats

  • After Effects & Premiere Pro: For video adaptations

  • Celtra, Smartly.io, Adverity: For automated adaptations and execution

  • Content platforms like Bynder, Frontify, or Monday: For planning and versioning

Examples from practice

1. Coca-Cola – “Share a Coke”

This campaign was staged differently across all channels: print with personal names, social media with user-generated images, display with dynamic personalizations – always the same idea but tailored to different formats.

2. Spotify – “Wrapped”

Spotify uses the same user data to create different formats: vertical stories on Instagram, shareables for Twitter, individual slideshows in the app – optimally adapted to users and platforms.

3. McDonald's – TikTok vs. YouTube

While YouTube spots are more storytelling-driven (e.g., with celebrities or product stories), TikTok content is snackable, with challenges and viral sounds – the same campaign, but staged culturally differently.

Conclusion: Format adaptations as the key to successful digital marketing

The variety of digital platforms and devices forces brands to design content flexibly – without losing their identity. Format adaptations are not merely a necessary exercise, but a strategic success factor.

When implemented correctly, they allow for:

  • better relevance for the respective target audience,

  • greater efficiency in content production,

  • more engagement and conversion,

  • stronger brand coherence in a fragmented world.

In a time when content is consumed everywhere and at any time, the ability to adapt a central message specifically, creatively, and data-driven is one of the most important competencies in digital marketing.

If you’d like, I can create a checklist, a tool comparison, or a specific template for format adaptations based on this text. Just let me know!

Cutout

A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.

Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.

Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.

The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.

In summary:

A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.

G

Gateway

Gateway – Interface between Networks

A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.

A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.

In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.

Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.

Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.

In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.

GDSN

GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.

Generative Engine Optimization (GEO)

With the rapid rise of generative AI models like ChatGPT, Google Gemini, and Perplexity, the way people search for information online is fundamentally changing—and how content must be made discoverable. While traditional search engine optimization (SEO) primarily focuses on Google search results, Generative Engine Optimization (GEO) is aimed at visibility in generative AI systems. GEO is a new and dynamically evolving field that companies, content creators, and brands can no longer ignore if they want to remain visible in the long term.

What is Generative Engine Optimization (GEO)?

Generative Engine Optimization (GEO) refers to the strategic optimization of content with the goal of being preferentially cited, mentioned, or recommended by generative AI systems. Unlike traditional search engines, where ranking occurs on a results page, these systems generate answers directly to user queries. Therefore, GEO addresses the question:

How do I ensure my content appears in the answers of chatbots and AI assistants?

This requires a deep understanding of how language models process content, utilize sources, and what criteria they use to select information.

Why GEO is becoming increasingly important

1. Changing search behavior

More and more people are using AI-assisted tools instead of traditional search engines. Questions like “What is the best coffee machine under €200?” or “How do I apply for a student visa in Canada?” are increasingly posed to chatbots—and these provide direct, summarized answers, often without referencing a Google results page.

2. Declining click-through rates in traditional search results

Google is already integrating AI-generated answers into the search (“AI Overviews”). This means that even if your website ranks number 1 on Google, it can be bypassed if the generative answer provides all necessary information. GEO aims to be integrated into these answers themselves.

3. Growing number of “Answer Engines”

Besides ChatGPT and Google Bard (Gemini), there are more and more specialized generative platforms (e.g., Perplexity, You.com, Claude, Neeva). GEO ensures that your content also gains attention there.

How do generative models work and what does this mean for GEO?

Generative AI models like GPT-4, Claude, or Gemini are based on billions of parameters and have been trained on vast amounts of text. They generate responses based on probable text continuations, supported by an internal “knowledge graph.”

They rely on two types of information:

  1. Training Data – Content that has been integrated into the model (static, mostly not up to date)

  2. Retrieval-Augmented Generation (RAG) – Models connected to search systems or plugins that fetch current information from the internet (e.g., ChatGPT with browsing function)

GEO aims to be present in both training and retrieval processes.

GEO vs. SEO: The key differences


Aspect

SEO

GEO

Target platform

Google, Bing, Yahoo

ChatGPT, Gemini, Claude, Perplexity etc.

Optimization goal

Ranking on results pages

Integration into generative answers

Ranking factors

Backlinks, keywords, page speed

Authority, clarity, structure, citability

Output

List of links

Direct answer in natural language

Metrics

Click rate, position, dwell time

“Named mentions,” answer mentions


Strategies for successful GEO

1. Provide clear, citable information

AI models love structured, precise, and factually correct content. GEO-relevant content:

  • provides clear answers to frequently asked questions

  • includes well-structured sections and headings

  • utilizes lists, tables, bullet points

  • defines terms clearly and completely

2. Build expertise and authority

Generative systems prefer content from reliable sources. Relevant signals include:

  • Mentions on trusted websites

  • References in scientific or governmental contexts

  • Author profiles with subject relevance (E-A-T principle: Experience, Authoritativeness, Trustworthiness)

3. Use of “Machine-readable Content”

Structured data formats such as:

  • Schema.org markup

  • JSON-LD

  • Open Graph Tags

allow machines to better understand and correctly assign content.

4. AI-friendly language and formats

Since AI has been trained on large amounts of human language, a generative wording style helps:

  • Use understandable language, avoid jargon overload

  • Avoid “keyword stuffing” in favor of natural text flows

  • Explicitly state frequently asked questions and their answers (“FAQ style”)

5. Timeliness and indexing

Ensure that:

  • your content is regularly updated

  • your website is publicly accessible and can be indexed by crawlers

  • ideally, you also appear in third-party sources (e.g., Wikipedia, specialty portals)

GEO tools and metrics

As GEO is still a young field, there are no standardized tools—but initial tools and methods are emerging:

Possible Tools

  • Perplexity AI: Which sources are being cited?

  • ChatGPT Advanced Data Analysis: Check your own texts for “AI compatibility”

  • Search Engine Simulators: Simulate how generative models respond

Relevant metrics (forward-looking)

  • Mention Rate” – how often is your brand/website mentioned in generative answers?

  • Answer Visibility Score” – how present is your domain in AI answers?

  • Citable Content Coverage” – how much of your content is clearly citable?

Risks and challenges of GEO

1. Lack of transparency

Generative AI does not always display its sources—making it difficult to accurately measure how successful GEO strategies are.

2. Delayed impact

Even if you optimize content, it can take weeks for AI models to “see” or use it—especially with models that have static knowledge.

3. Copyright issues

If AI uses your content, the question arises: Will it be cited correctly? Will intellectual property be respected?

GEO in practice: Application examples

Example 1: Travel provider

A travel provider wants to appear in ChatGPT for questions like “What are the best activities in Mallorca?”. Through GEO-strategically formulated articles with lists, tips, and real experiences, it manages to be cited as a source in AI answers.

Example 2: SaaS company

A B2B software company regularly writes explanatory content about IT security standards. Thanks to clearly structured texts, good indexing, and semantic readability, it is more frequently used as a source by generative systems.

Conclusion: GEO is the new SEO

Generative Engine Optimization is not a short-term trend, but a structural change in how content is found on the internet. Those who create content today must not only think of Google— but of a variety of generative systems that increasingly focus on the direct answering of user questions.

Early GEO strategies provide companies with a decisive competitive advantage: Those who appear in AI answers will be more visible than those who only appear in traditional search results. GEO is the new elite class of visibility—for content that is to be understood by both humans and machines.

GitLab

GitLab is a web-based DevOps platform that originally started as a Git repository manager but has evolved over the years into a comprehensive solution for the entire software development and IT operations lifecycle. It allows teams to centrally and efficiently manage the complete lifecycle of software projects—from planning to developing, testing, delivering, and finally operating. With its open-source core and a wide range of features, GitLab has established itself as a strong alternative to GitHub, Bitbucket, and other tools.

We actively use it at dietz.digital as a software development tool and ticket system, which is why a longer article is available at this point.

1. Origin and Development

GitLab was founded in 2011 by Dmitriy Zaporozhets and Valery Sizov in Ukraine. The idea was to create a self-hosted Git management tool that is free and open-source. Git itself is a distributed version control system developed by Linus Torvalds—GitLab builds on this system and expands it with a variety of features that are essential for modern software development.

Today, GitLab is available in several versions:

  • GitLab Community Edition (CE) – the open-source version

  • GitLab Enterprise Edition (EE) – with advanced features for large enterprises

  • GitLab.com (Cloud) – a SaaS version hosted by GitLab Inc.

2. Main Features

GitLab offers numerous features that are divided into six core DevOps phases:

1. Plan

GitLab provides integrated project planning features, such as:

  • Issue Tracking

  • Milestones

  • Epics

  • Roadmaps

  • Kanban Boards

These tools allow teams to organize their work and prioritize tasks—all within the platform without needing to rely on external tools.

2. Create

The heart of GitLab is the Git repository. Developers can version, manage, and collaborate on their code here. Other important features:

  • Merge Requests (similar to Pull Requests on GitHub)

  • Code Reviews and Inline Comments

  • Branch Protection Rules and Access Controls

  • Web-based Editor

  • Snippets (sharing code snippets)

3. Verify

In this phase, GitLab supports automated testing and static code analysis. Continuous Integration (CI) is a central component:

  • GitLab CI/CD with .gitlab-ci.yml configuration files

  • Pipelines that automatically start with each commit

  • Integration of Unit Tests, Build Processes, and Code Linting

  • Parallel Jobs and Dependencies

4. Package

GitLab supports its own package registries:

  • Container Registry (Docker Images)

  • Maven, npm, NuGet, and other package formats

  • Package management directly in the project context

5. Release

Here, GitLab can automate deployments:

  • Continuous Delivery (CD)

  • Canary Releases, Rollbacks, Blue-Green Deployments

  • Deployment Tags

  • GitOps Integration with Kubernetes

6. Configure & Monitor

GitLab can manage infrastructure code and monitor systems:

  • Infrastructure as Code (e.g., with Terraform)

  • Kubernetes Integration

  • Monitoring with Prometheus and Grafana

  • Incident Management

GitLab CI/CD in Detail

A particularly noteworthy feature is GitLab CI/CD. This pipeline automation allows teams to fully automate the build, test, and release processes. CI/CD configuration is done through a YAML file in the project directory. Jobs can be executed sequentially or in parallel as needed. Runners (agents) perform these jobs, either on the GitLab infrastructure (in the cloud) or on their own servers (self-hosted).

Typical process:

  1. Developer pushes code

  2. GitLab starts a pipeline

  3. Jobs are executed (Build, Test, Analyze)

  4. On success: automatic delivery or manual approval

Security and Compliance

Security is an integral part of GitLab. Even in the free version, basic security features are available:

  • SAST (Static Application Security Testing)

  • DAST (Dynamic Application Security Testing)

  • Dependency Scanning

  • Secret Detection

  • Container Scanning

  • License Compliance Management


These functions help to identify security issues early in the development process.

Benefits of GitLab

Unified Platform: GitLab combines features that are often only available through a combination of multiple tools from other providers.

Open Source: The Community Edition is freely available and is actively developed.

Self-Hosted or Cloud: Companies can run GitLab themselves or use it as SaaS—depending on security and data protection requirements.

Strong Automation: The CI/CD functions are among the most powerful on the market.

Scalability: From small startups to large corporations, GitLab can be scaled.

Challenges and Criticisms

Despite its strengths, there are also challenges:

  • Complexity: The multitude of features can be overwhelming for beginners.

  • Performance with Large Repositories: In very large projects, misconfiguration can lead to performance issues.

  • User Interface: Not every user finds the UI intuitive—especially when compared to GitHub.

  • License Model: Some key features (e.g., advanced security scans or cluster management) are only available in the paid Enterprise version.


Comparison with GitHub and Bitbucket

While GitHub is more geared towards open-source communities and has a larger user base, GitLab excels with its CI/CD integration and "Single Application" approach. Bitbucket, on the other hand, is deeply integrated with other Atlassian products like Jira, making it attractive for Jira users.

In brief:

  • GitLab: All-in-one platform, ideal for DevOps

  • GitHub: Focus on developer community, large reach

  • Bitbucket: Strongly integrated into the Atlassian ecosystem

Areas of Application

GitLab is particularly suitable for:

  • Software development projects of any size

  • DevOps teams that value automation and transparency

  • Companies with high security needs

  • Universities and educational institutions that work collaboratively

  • Open-source projects thanks to free hosting options

Conclusion

GitLab is much more than just a Git repository manager—it is a fully-fledged DevOps platform that covers the entire lifecycle of software development. With its broad range of features, high customizability, and strong automation, GitLab is one of the most powerful tools in modern software development. Although it requires some onboarding time, it offers enormous benefits to both small teams and large companies in the daily development process.

An alternative to GitLab is also Jira.

Google Ads

As a Google partner, we provide various clients with comprehensive ad strategies. An indispensable part of this is Google Ads. Below, we want to show you the essential parameters of Google Ads. But beware: using Google Ads correctly is complex, time-consuming, and must remain constantly in management, that is, daily.

Nevertheless, it is important, even though we as an agency implement it, to understand a bit more about how Google Ads work. Google Ads are not a competitor to SEO or GEO; they are always an addition and are part of the media plan.

There are significant differences in the use of campaign types. Therefore, it should be mentioned here that a digital strategy is needed to know exactly how budgets and messages can be utilized optimally and efficiently.

Please feel free to contact us.

What is Google Ads?

Google Ads (formerly known as Google AdWords) is Google's advertising platform that allows businesses to run paid ads in Google search results, on YouTube, in Gmail, and throughout the Google Display Network. It is one of the most effective and widely used forms of online marketing, as it enables targeted advertising that is displayed precisely when users search for specific information, products, or services.

Google Ads is based on an auction model and the so-called Pay-per-Click (PPC) principle: advertisers only pay when a user actually clicks on their ad.

How does Google Ads work?

The Google Ads system is designed to show highly relevant ads to users who make a specific search query or surf on certain websites. The most important components are:

  1. Keywords Advertisers define keywords that should trigger their ad to appear when a user enters them. These keywords should match the offer and reflect search intentions.

  2. Ad auction For every search query, Google decides within milliseconds which ads will be displayed. This decision is based on a mix of bid amount, quality score, and expected click-through rate.

  3. Quality score The quality score is a metric calculated by Google ranging from 1 to 10 based on the relevance of the ad, the user experience on the landing page, and click-through rate (CTR).

  4. Ad formats Google Ads offers various formats:


    • Text ads in Google search

    • Display ads (graphics) on partner websites

    • Shopping ads for e-commerce

    • Video ads on YouTube

    • App advertising in the Google Play Store and other channels

Benefits of Google Ads

  1. High reach Google processes several billion searches daily. With Google Ads, one can be specifically visible when potential customers search for solutions.

  2. Targeted advertising Users can be segmented by location, language, device, interests, age, and much more. This means: Ads are only shown to those who are genuinely relevant.

  3. Quick results Unlike search engine optimization (SEO), where results can take weeks or months, Google Ads has an immediate effect once the campaign is activated.

  4. Full cost control Advertisers set a daily or monthly budget. There are no minimum costs, and you only pay for actual interactions (clicks).

  5. Measurability and optimization With Google Ads, all metrics such as clicks, impressions, conversions, cost per conversion (CPA), and return on ad spend (ROAS) can be measured and analyzed precisely.

Best practices for successful Google Ads

  1. Conduct keyword research intensively Use tools like the Google Keyword Planner to find relevant search terms that show both search volume and purchase intent.

  2. Clearly structure campaigns and ad groups A clean structure helps to target budgets effectively and analyze the performance of individual areas.

  3. Regularly test ad texts Use different variants (A/B testing) to find out which formulations achieve the best click-through rate.

  4. Optimize landing pages The page that is clicked on should match the ad text, load quickly, be mobile-friendly, and contain clear calls to action.

  5. Set up conversion tracking Only those who know which ads lead to sales or leads can manage their campaigns sensibly.

  6. Use negative keywords Avoid unnecessary expenses by excluding terms that do not match your offer.

Common mistakes with Google Ads

  • Too broad keywords: This leads to too much scatter loss and high costs without conversions.

  • Missing segmentation: Without audience settings, the budget often goes to waste.

  • No optimization: Campaigns that are set up once and never adjusted rarely perform well.

  • Poor ad quality: Irrelevant or boring ads get few clicks and lower the quality score.

Budgeting and costs

The costs for Google Ads are flexible. Billing is usually done via Cost-per-Click (CPC). The average CPC values vary significantly by industry, competition, and keyword:

  • Low CPCs: from €0.10 (e.g., in niches)

  • High CPCs: over €5 (e.g., in finance or insurance)

It's important to note that the highest bidder does not automatically win – the quality score plays a crucial role as well.

Google Ads vs. SEO

Criterion

Google Ads

SEO

Visibility

Immediate after campaign launch

Long-term buildup

Costs

Ongoing costs per click

No click costs, but effort for content

Control

High control, precise targeting

Less flexible

Sustainability

Only as long as budget is available

Sustainable visibility

Both methods have their justification and work particularly effectively in combination.

Conclusion

Google Ads is an extremely powerful tool for businesses of all sizes to reach their target audiences specifically, measurably, and scalably. It offers flexibility, control, and immediate visibility – provided that one approaches it strategically. Continuous optimization, data-driven decisions, and a good balance between ad texts, keywords, and landing pages are key to success.

Whether you want to generate leads, sell products, or build your brand – with Google Ads, you can efficiently pursue your goals. But as with any marketing channel, it holds true: Success does not occur automatically but is the result of careful planning and constant optimization.

H

Holistic

Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.

HubSpot

HubSpot is a comprehensive, cloud-based platform that helps businesses optimize their marketing, sales, and customer service processes. HubSpot is particularly well-known for its approach to inbound marketing – a method aimed at attracting customers through useful content and personalized communication rather than interrupting them with traditional advertising. Since its founding in 2006, HubSpot has evolved from a pure marketing tool into a versatile business platform used worldwide by startups to large corporations.

1. The History of HubSpot

HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah. The two recognized that traditional marketing methods – such as cold calling or mass messaging – were losing effectiveness. Instead, they wanted to help companies engage with customers in a new way: through helpful content that is available exactly when the customer needs it.

This idea was the starting point of the inbound marketing concept – and the beginning of HubSpot. The company grew rapidly and continually developed its platform. Today, HubSpot is one of the leading providers of CRM software globally and is listed on the New York Stock Exchange (NYSE).

2. The HubSpot Product Range

HubSpot consists of several integrated "hubs" that can be used individually or combined depending on needs:

a) Marketing Hub

The Marketing Hub is the centerpiece for inbound marketing activities. It includes features such as:

  • Creating and managing landing pages

  • Email marketing and automations

  • SEO tools

  • Social media management

  • Blogging and content creation

  • Lead capture and tracking

The goal is to convert visitors into leads and further develop them through targeted campaigns.

b) Sales Hub

The Sales Hub supports sales teams in organizing, tracking, and closing deals. Key features include:

  • Email tracking and templates

  • Meeting scheduler

  • Deal pipelines

  • Task and activity management

  • Proposal and contract templates

  • Sales automation

This allows sales employees to work more efficiently and focus on truly qualified leads.

c) Service Hub

This area is aimed at customer service and helps with the care of existing customers. Features include:

  • Ticket system for handling support inquiries

  • Knowledge base

  • Live chat and chatbots

  • Customer feedback tools (e.g., NPS)

  • Automated service workflows

The goal is to retain customers in the long term and increase their satisfaction.

d) CMS Hub

HubSpot's CMS Hub enables companies to create, manage, and personalize websites – without programming knowledge. Features:

  • Drag-and-drop editor

  • Dynamic content based on visitor profiles

  • SEO optimization

  • Integrated analytics functionalities

Unlike traditional CMS platforms like WordPress, HubSpot's CMS is fully integrated with marketing and CRM data.

e) Operations Hub

This hub is aimed at technical teams and ensures better data quality and integration. Tools include:

  • Data synchronization between platforms

  • Automated data cleansing

  • Workflow extensions through custom code

  • Integrations with third-party systems via APIs

3. The Core: HubSpot CRM

HubSpot's free CRM forms the basis of all activities. It offers:

  • Overview of contacts, companies, deals, and tasks

  • Real-time tracking of customer interactions

  • Pipeline management for sales and marketing

  • Automatic data capture from emails, calls, and forms

Thanks to seamless integration with the other hubs, teams always maintain an overview of their customers and activities – from the first contact to long-term care.

4. Inbound Marketing – The Core Idea

The central approach of HubSpot is inbound marketing. Unlike outbound marketing, which relies on advertising and active customer acquisition, inbound is based on the principle: "Help people first, then they might buy from you."

The method can be divided into three phases:

  1. Attract – e.g., through blogs, social media, and SEO

  2. Engage – through personalized communication, email marketing, and lead nurturing

  3. Delight – through excellent service, customer loyalty, and referrals

HubSpot provides the right tools for each of these phases, from content creation to automated customer service.

5. Automation and Workflows

A major advantage of HubSpot is automation. Using so-called workflows, recurring processes can be automated, for example:

  • Welcome emails after registration

  • Lead nurturing tracks

  • Reminders for follow-ups

  • Automatic assignment of leads to sales employees

These automations save time and help to personalize communication with customers – without manual effort.

6. Reporting and Analytics

HubSpot provides extensive reporting tools. Users can:

  • Configure dashboards individually

  • Track conversions (e.g., from lead to customer)

  • Measure campaign successes

  • Evaluate sales performance

The data helps make informed decisions and continuously improve marketing and sales strategies.

7. Integration and Extensibility

Another advantage is the high compatibility with other systems. HubSpot offers:

  • Over 1,000 integrations in the marketplace (e.g., with Salesforce, Mailchimp, Zoom, Slack)

  • Open APIs for custom adjustments

  • Native integrations with Google and Microsoft products

This allows HubSpot to be easily integrated into existing business processes.

8. Pricing Structure

HubSpot offers a freemium model: Many basic functions (especially in CRM) are available for free indefinitely. Additionally, there are paid packages ("Starter", "Professional", "Enterprise") that vary in functionality, number of users, and support.

For small businesses, the free entry point is often sufficient, while larger companies can benefit from the advanced functions.

9. Advantages of HubSpot

  • User-friendly: Intuitive interface, usable even without IT knowledge

  • Modular structure: Only the required hubs need to be activated

  • All from one source: No tool chaos, all data is centrally consolidated

  • Strong community: Thousands of tutorials, forums, HubSpot Academy

  • Regular updates: Continuous development and new features

10. Challenges and Criticism

Despite many advantages, there are also some weaknesses:

  • Costs: With increasing functional needs, HubSpot can become expensive

  • Complexity in scaling: Large setups require professional configuration

  • Customization limitations: Not all areas are 100% flexibly customizable

  • Strong dependency on the ecosystem: Migration to other platforms is cumbersome

Conclusion

HubSpot is a powerful all-in-one platform for companies that want to centrally manage marketing, sales, and customer service. With its user-friendly approach, extensive automation capabilities, and flexible scalability, HubSpot is particularly attractive for growing companies. Those who want to successfully attract, retain, and delight customers in the long run will find in HubSpot a modern, data-driven tool that is convincing both strategically and operationally. Feel free to contact us about this!

Hunter in Sales

Hunter in Sales – The active seller on the hunt for new customers

In sales, the term “Hunter” describes a specific role or mentality of a seller. A Hunter specializes in acquiring new customers, meaning they go “on the hunt” for business opportunities. They focus heavily on prospecting, networking, and building new business relationships – in contrast to the “Farmer”, who cares for and nurtures existing customers.

The Hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a Hunter include identifying potential customers (leads), initial contact (cold calling or email), presenting products or services, as well as closing new contracts.

This role is particularly important in companies with a growth-oriented strategy, start-ups, or firms looking to venture into new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenues and gains new market shares.

A successful Hunter needs not only communicative skills but also a good dose of resilience, strategic thinking, and a knack for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.

While the Farmer secures customer loyalty and long-term relationships, the Hunter ensures that new customers actually come into the company. Both roles are important – but especially in dynamic industries or during the introduction of new products, the Hunter is indispensable for success.

In short: A Hunter in sales is the engine for growth – goal-driven, proactive, and always on the lookout for the next deal.

I

Impressions

In the world of digital marketing, there are many metrics that determine the success or failure of campaigns. One of the most fundamental, yet often misunderstood metrics is the impression. It is at the beginning of many customer journeys and forms the basis for visibility on the web. But what exactly are impressions, how are they measured, what do they convey – and what do they not?

In this article, we take a close look at the significance of impressions in digital marketing, explain their role across different channels, show typical use cases, and discuss how to interpret them correctly.

What are impressions?

Impressions (German: Einblendungen or visibilites) indicate how often a digital element – such as an ad, a social media post, or a search result – has been displayed on a user's screen. It does not matter whether the user actually reacted to it – what matters is that the element was visible.

Example: If a Facebook post appears 1,000 times in users' feeds, it has generated 1,000 impressions – even if only 50 people clicked or interacted with it.

Difference between impressions and reach

A common misconception: Impressions and reach (Reach) are not the same.

  • Impressions: How often has a piece of content been displayed? (one person can generate multiple impressions)

  • Reach: How many unique users have seen the content?

Example:

  • A post reaches 500 people (reach) but is displayed 1,200 times (impressions) → this means, on average, each person has seen the post 2.4 times.

Why are impressions important in digital marketing?

  1. Early indicator of visibility

    Impressions show whether and how often content or ads are displayed.

  2. Foundation for brand awareness

    Without visibility, there is no interaction – impressions are the first step toward attention and recognition.

  3. Comparison and optimization

    By comparing impressions with clicks (CTR), conversions, or engagement rates, optimization potentials can be identified.

  4. Measurability of advertising effects

    Especially in branding campaigns, the focus is not on the click, but on the repetition of visibility contacts.

Impressions in different channels

1. Google Ads (search engine advertising)

Impressions occur when an ad appears in search results. Here, they are central to the calculation of CTR (Click-Through Rate):

CTR = (Clicks / Impressions) × 100

A high number of impressions without clicks may indicate irrelevant keywords, poor ad quality, or low conversion incentives.

2. Social Media Marketing

In social networks like Facebook, Instagram, LinkedIn, or X (formerly Twitter), impressions are used to evaluate the reach of organic and paid content. The distinction is important:

  • Organic impressions: Number of impressions without paid advertising.

  • Paid impressions: Impressions from paid ads.

  • Viral impressions: Visibility contacts from shared content within the network of other users.

3. Display Advertising

In display marketing (e.g., banner ads on websites), impressions are measured very accurately, as advertisers often pay based on CPM (Cost per Mille = Cost per 1,000 impressions). Here, interaction does not count; rather, pure visibility does.

4. SEO (Search Engine Optimization)

Impressions are also recorded in the Google Search Console. They indicate how often a website or a subpage has been displayed in Google search results – regardless of whether it was clicked.

How are impressions measured?

The exact definition of when an impression counts depends on the channel and the provider.

Examples:

  • Google Ads: An impression counts when an ad appears in the search results (even if the user does not scroll down to it).

  • Facebook/Instagram: An impression counts when the content is loaded in the visible area (even if the user immediately scrolls past).

  • Display Ads (e.g., Google Display Network): Here,

Information architecture

The information architecture (IA) is a central concept in the digital world. It describes the structuring, organization, and presentation of information in digital systems – particularly on websites, in apps, software solutions, and information portals. The goal of information architecture is to facilitate users' access to relevant information and to improve usability as well as the user experience.

1. Definition and Basics

Information architecture is the art and science of structuring information so that it is easily findable, understandable, and usable. The discipline combines elements from design, user research, cognitive psychology, library science, and computer science. It ensures that information is logically categorized, labeled, and accessible – regardless of the scope or complexity of a digital product.

Simply put: Information architecture ensures that users find what they are looking for.

Core elements of information architecture

The classic information architecture consists of four central elements:

  1. Organization: The way in which information is categorized and structured (e.g., thematically, alphabetically, chronologically).

  2. Navigation: How users move within an information system (menus, links, breadcrumbs).

  3. Labeling: How content is labeled (e.g., understandable menu titles, meaningful link titles).

  4. Search: The ability to find targeted information through search functions.

These four areas interconnect and largely determine how intuitively and efficiently a digital system can be operated.

2. Importance of information architecture

In a world where information is available in seconds, good information architecture often decides the success or failure of digital products. Particularly in complex information systems with many contents, a clear structure is essential.

Advantages of good information architecture:

  • Faster information retrieval: Users find what they are looking for more quickly.

  • Higher user satisfaction: A good structure facilitates orientation and reduces frustration.

  • Better conversion rates: In online shops or service offerings, clearly structured information can lead to higher sales or more interactions.

  • More efficient maintenance by editors: For content managers, maintenance becomes easier when content is logically and systematically structured.

  • Stronger brand loyalty: A positive user experience directly affects the perception of a brand.

3. Information architecture in UX design

Information architecture is a fundamental part of User Experience (UX) design. While UX design encompasses the entire process of user interaction, IA forms the structural backbone – much like the skeleton in the human body.

Relationship with other disciplines:

  • Interaction Design (IxD): Defines how the user moves through the structure.

  • Content Strategy: Determines which content is provided.

  • Visual Design: Gives information architecture a face.

  • User Research: Insights into user needs are integrated into the structuring.

In agile project teams, information architects often work with UX designers, developers, product managers, and editors.

4. Methods and tools

Information architects use various methods to structure a system user-friendly:

a) Card Sorting

In card sorting, terms or content are written on cards, which are logically grouped by test participants. This provides valuable insights into how users expect and categorize information.

b) Sitemaps

Sitemaps visualize the hierarchy and structure of a website. They provide an overview of page levels, navigation structures, and possible links.

c) Wireframes

Wireframes are simple sketches of page layouts that show where content and navigation points are positioned. They help visually test the structure before design and development begin.

d) User Journeys

These describe typical usage scenarios and show the paths users take through the system to achieve their goals.

e) Content inventory and audit

This involves analyzing an existing website or platform: What content exists? How up-to-date is it? Where are there redundancies or gaps?

5. Best practices for information architecture

An effective information architecture follows certain design principles. Some of these are:

  • Consistency: Similar content should be organized in similar ways.

  • Recognizability: The structure should meet users' expectations (e.g., product information in the online shop under "Products").

  • Flexibility: The IA should be scalable – new content should be able to be added without restructuring.

  • Feedback and orientation: Users should always know where they are.

  • Minimalism: No unnecessary levels or superfluous categorizations.

Principles by Rosenfeld & Morville

The authors of the standard work “Information Architecture for the World Wide Web” (also known as “The Polar Bear Book”) propose the following principles:

  • Object principle: Content is living objects with life cycles.

  • Choice principle: Users do not need many options, but good options.

  • Openness principle: Systems must be able to grow.

  • Node principle: Any page can be an entry point.

6. Challenges of information architecture

Although it is indispensable, IA is often underestimated or only considered late in the process. This leads to frequent problems:

  • Confusing navigation: Users cannot find their way or do not know how to return to a piece of information.

  • Redundancies and inconsistencies: Same content appears multiple times or under different names.

  • Scaling issues: New content cannot be meaningfully integrated.

  • Insufficient search function: When content is difficult to search, the user experience suffers.

The solution lies in the early involvement of IA experts, continuous user testing, and flexible planning.

7. Information architecture in practice

Typical application examples:

  • E-commerce: Products need to be clearly categorized and filterable. A customer should intuitively navigate from the homepage to the desired item.

  • Intranets: Large companies need a structured repository for internal documents and processes.

  • Knowledge databases: Information must be logically linked and findable.

  • Educational platforms: Learning content must be organized thematically and didactically sensibly.

8. Future of information architecture

With the increase of AI-driven interfaces, voice interfaces, and multichannel systems, information architecture is also changing. It is no longer sufficient to structure only websites – voice systems, chatbots, or augmented reality applications also require sensible IA.

The demands on IA are becoming increasingly complex: content must be equally accessible in various contexts, devices, and media. The role of information architecture is shifting from static structuring to the dynamic management of information flows.

Conclusion: Information architecture is more than just menu structure or page hierarchy – it is the foundation of every digital application. Anyone planning or developing digital products should give it the necessary attention. Because a good structure determines whether users stay or leave, understand or are puzzled, convert or give up.

Insights

In the world of digital marketing, it's no longer just about spreading content, running ads, or publishing social media posts. The key to sustainable success today lies in understanding the target audience, measuring interactions, and deriving concrete actions. This is exactly where insights come into play.

Insights are more than just data. They are interpreted information that provides deeper insights into the behavior, preferences, and needs of users. In this article, you will learn what digital marketing insights truly are, what types exist, how they are collected, and how companies can use them to make smarter strategic decisions.

What are insights in digital marketing?

The term "insights" comes from the English word for "insights" and refers to the knowledge gained from data that can be used for strategic decisions in digital marketing. They are thus analytically derived conclusions that go beyond mere statistics.

An insight only occurs when a meaningful interpretation is made from an observed fact (e.g., a high bounce rate on a landing page) (e.g., the landing page is not optimized for mobile users, even though the majority of the target audience comes via smartphones).

Why are insights so important?

  • Better audience targeting: Insights help to understand what customers really want.

  • Efficiency increase: Marketing budgets can be deployed more effectively.

  • Campaign optimization: Real-time data allows for rapid adjustments.

  • Fostering innovation: Insights highlight new opportunities, products, or services.

  • Personalization: Data-driven personalization increases relevance and conversion rates.

Types of insights in digital marketing

1. Audience insights

These provide insights into demographic features, interests, behavior patterns, and usage habits. Tools like Google Analytics, Facebook Audience Insights, or HubSpot help answer questions such as:

  • Who visits my website?

  • Which age group interacts the most with my content?

  • What are my customers' interests?

2. Channel insights

They show how users behave across different channels (e.g., SEO, social media, email, paid ads). This includes metrics such as click-through rate, cost per click, time spent, or bounce rate.

3. Campaign insights

These focus on the performance of individual campaigns. They answer questions such as:

  • Which ad achieves the highest conversion?

  • Which targeting works best?

  • How do A/B tested variants perform?

4. Competitive insights

Tools like SEMrush, SimilarWeb, or BuzzSumo provide information about the activities and strengths of competitors. Strategies can be derived or gaps identified from this data.

5. Customer journey insights

These insights help to understand how customers move through the conversion funnel: from the first contact to purchase or repurchase. Heatmaps, session recordings, and funnel analyses are particularly revealing here.

How to gain insights?

1. Web analytics

Tools like Google Analytics, Matomo, or Adobe Analytics show how users interact with a website: page views, time spent, conversions, bounce rates, device distribution, etc.

2. Social media analysis

Facebook, Instagram, LinkedIn, TikTok, and others offer their own insights dashboards with data on reach, engagement, growth, and audience demographics.

3. Surveys and customer feedback

Direct surveys (e.g., using Google Forms, SurveyMonkey, or Typeform) provide qualitative insights that complement purely quantitative data.

4. Heatmaps and user recordings

Tools like Hotjar or Crazy Egg show how visitors actually use a website – where they click, scroll, or abandon.

5. CRM and sales data

CRM systems like Salesforce, Pipedrive, or HubSpot allow for in-depth analysis of customer behavior across all touchpoints.

From data to insights: The right interpretation

Data alone is just numbers. Insights only arise through analysis and contextualization. A structured process helps:

  1. Collect data

    Incorporate quantitative (numbers, KPIs) and qualitative (feedback, observations) data sources.

  2. Segment and compare

    Segment by age, location, source, device, etc., to identify patterns.

  3. Find correlations

    Are there relationships? For example, between time of day and conversion rate?

  4. Understand context

    What might explain external influences? (e.g., seasonality, competitor campaigns)

  5. Form actionable statements

    A good insight is actionable: “Our mobile conversion rate is 40% lower than on desktop – we need to optimize the mobile checkout.”

Examples of insights with practical relevance

  • E-commerce: Customers most frequently abandon the purchase process in the last step → Insight: The checkout is too complicated.

  • Social Media: Reels achieve 3x more engagement than images → Insight: Focus on video formats is increasing.

  • Newsletter: Subject lines with personalization have 20% higher open rates → Insight: Automation and segmentation improvements.

  • Paid Ads: Ads with testimonials have lower CPCs → Insight: Social proof is more persuasive.

Tips for better marketing insights

  • Set clear goals: Without a goal, there is no relevant analysis. What do you want to achieve with the campaign?

  • Use dashboards: Visualize your data in tools like Google Data Studio or Looker.

  • Link data sources: CRM, analytics, social media, and advertising channels should be analyzed together.

  • Form hypotheses: Target your assumptions with A/B tests.

  • Use AI and predictive analytics: Modern tools help not only to look back but also to forecast future developments.

Challenges when working with insights

  • Data flood: Often, there is too much data – the right selection is crucial.

  • Misinterpretations: Correlation is not the same as causation. Always view numbers in context.

  • Data silos: Departments often work with separate tools – an integrated view is missing.

  • Data protection: GDPR and other regulations must be observed when tracking and utilizing personal data.

The future: Automated and AI-supported insights

With the increasing data volume, automated analyses and AI-supported tools are becoming increasingly important. Platforms like Google Analytics 4, HubSpot AI, or chatbots with data insights already provide proactive recommendations for actions based on patterns and forecasts.

The future belongs to a marketing world where machines detect trends, suggest options for action, and marketers can operate based on data, quickly and personalized.

Conclusion

Insights are the cornerstone of successful digital marketing. They allow for more targeted campaign management, a better understanding of customer needs, and achieving competitive advantages. It is crucial not only to collect data but also to interpret it correctly and consistently apply it in practice.

Companies that strategically use data make smarter decisions, save resources, and build sustainable relationships with their customers. In a data-driven world, insights are not just an advantage – they are a necessity.

Intercom

Intercom is a modern communication platform that helps companies interact with their customers in real time. It was founded in 2011 and has since established itself as a central tool in customer communication and user experience. Intercom combines live chat, automated messages, helpdesk features, and a CRM system into a single, user-friendly platform.

At the heart of Intercom is the live messenger, which can be directly integrated into websites or mobile apps. This allows companies to communicate immediately with website visitors or existing customers. The platform provides both real-time and automated communication, which offers significant advantages, especially in marketing, sales, and customer service. Chatbots and automated messages enable the answering of frequently asked questions without human intervention and efficiently qualifying leads.

Another core area of Intercom is the help center. Companies can build a knowledge base there, where customers can find answers to common questions themselves. These self-service options relieve support teams and simultaneously improve the user experience.

Intercom can be integrated with numerous tools, such as Salesforce, Slack, HubSpot, or email services like Mailchimp. The platform also offers detailed analytics and reports that allow companies to monitor user behavior, the performance of support, and the success of campaigns.

The user interface of Intercom is modern and intuitively designed, making implementation easier. Especially for SaaS companies, e-commerce platforms, and digital startups, Intercom is a valuable tool for increasing customer retention and conversion rates.

Overall, Intercom is a powerful solution for companies that want to centralize and automate their customer communication.

IOC

IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.

J

Jira

Jira is a web-based project management tool that was originally developed by Atlassian to track bugs in software projects. Today, Jira is much more than just a bug-tracking tool – it has evolved into a versatile platform for agile project management, task tracking, and team collaboration. Especially in software development, Jira is widely used worldwide and supports methodologies such as Scrum, Kanban, or a hybrid of them.

The heart of Jira is the so-called “Issue” system. Each “Issue” represents a single task, a problem, or a feature that can be tracked and managed. These can be individually configured, prioritized, commented on, and assigned deadlines. Teams can create projects, plan sprints, and visualize their progress through dashboards and reports. By integrating boards (such as Kanban or Scrum boards), teams can always keep an overview of the project status.

A major advantage of Jira is its high customizability. Workflows, fields, and permissions can be flexibly designed to meet the requirements of small teams all the way to large enterprises. In addition, Jira can be extended through the Atlassian Marketplace platform – here thousands of add-ons are available, such as for time tracking, test management, or integration with other tools like GitHub, Slack, or Confluence.

Another plus is the cloud option, where no own infrastructure is necessary. Alternatively, Jira can also be operated locally (Server/Data Center).

Despite its advantages, Jira is often considered complex for beginners. A good training or introduction is therefore sensible to fully leverage its potential. Overall, Jira is a powerful tool that offers real value, especially in agile teams.

An alternative that we use is GitLab.

K

Channels

Digital marketing is more diverse and complex than ever – and one of the central success factors is the choice and orchestration of the right channels. Every channel has its own strengths, target audiences, content, and mechanics. Successful brands know how to use, combine, and optimize different channels purposefully.

In this article, we shed light on the most important digital marketing channels, their functions, advantages and disadvantages, and best practices for effective use.

What is a channel in digital marketing?

A marketing channel is a communication path through which a brand engages with its target audience. In digital marketing, these are digital platforms and technologies through which content is distributed, customers are acquired, and relationships are built.

The choice of channel significantly influences:

  • Reach

  • Target audience engagement

  • Engagement

  • Conversion rates

  • Customer satisfaction

Therefore, it is crucial to consider the respective channels not in isolation but as part of a holistic marketing strategy.

1. Owned Channels

a) Website

The website is the digital home of a brand – a source of information, a sales platform, and a trusting anchor at the same time.

Strengths:

  • Complete control over content and design

  • Measurability and personalization

  • Integration of shop, blog, service, and more


Tips:

  • Mobile optimization and fast loading times

  • SEO-friendly structure

  • Conversion-oriented design

b) Blog

A blog regularly creates new content, improves SEO ranking, and establishes thought leadership.

Use cases:

  • How-to guides

  • Case studies

  • Industry trends

Success criteria:

  • Relevance for the target audience

  • Value added instead of advertising

  • Regular publication

c) Newsletter / Email Marketing

A proven and highly converting channel – direct, individual, and cost-effective.

Advantages:

  • High personalization

  • Direct access to the inbox

  • Automated workflows and trigger emails

Examples:

  • Welcome emails

  • Product recommendations

  • Abandoned cart reminders

2. Earned Channels

a) Search Engine Optimization (SEO)

SEO refers to all measures taken to achieve better placement in organic search results.

Goals:

  • More organic traffic

  • Higher visibility

  • Long-term reach

Measures:

  • Keyword optimization

  • Content marketing

  • Technical SEO (pagespeed, crawling, structure)

b) Social Media Sharing & Mentions

When users voluntarily share content or talk about a brand, organic reach is created.

Examples:

  • Shares, comments, UGC (User-Generated Content)

  • Influencer recommendations (without payment)

  • Reviews and testimonials

Strategy:

  • Create valuable content

  • Activate the community

  • Responsive community management

3. Paid Channels

a) Search Engine Advertising (SEA)

With Google Ads or Bing Ads, advertisements can be targeted at specific search terms.

Advantages:

  • High purchase intent of the target audience

  • Fast visibility

  • Real-time budget control

Typical formats:

  • Text ads

  • Shopping ads

  • Local campaigns

b) Social Media Advertising

Platforms like Facebook, Instagram, LinkedIn, or TikTok offer sophisticated targeting options.

Formats:

  • Image and video ads

  • Stories & Reels

  • Carousels, Collection Ads

Success criteria:

  • Relevant creative content

  • A/B testing

  • Clear call-to-actions (CTAs)

c) Display & Programmatic Advertising

Display ads are graphical advertising banners on websites, often booked automatically through programmatic advertising.

Opportunities:


  • Large reach

  • Retargeting options

  • Branding & performance

Challenges:

  • Banner blindness

  • Ad blockers

  • Spread losses

4. Social Networks

a) Facebook / Instagram

Classic platforms with huge reach and diverse advertising options.

Target audiences:

  • Facebook: 25–55 years

  • Instagram: 18–35 years

Content types:

  • Stories, Reels, Live videos

  • Product ads

  • Community posts


b) LinkedIn

The most important network in B2B marketing.

Strengths:

  • Expert positioning

  • Employees as brand ambassadors

  • Expert articles, infographics, studies


c) TikTok

A platform for creative, entertaining content with extremely high engagement.

Ideal for:

  • Trend-based marketing

  • Challenges & storytelling

  • Young target audiences (Gen Z, Gen Alpha)

d) YouTube

The second-largest search engine in the world – ideal for video and educational content.

Examples:

  • How-to videos

  • Product presentations

  • Testimonials & reviews

5. Affiliate & Influencer Marketing

a) Affiliate Channels

Partners promote products on a commission basis through their own channels.

Typical partners:

  • Blogs, comparison portals, coupon sites

Advantages:

  • Performance-based

  • Measurable

  • Scalable

b) Influencer Marketing

Influencers bring reach, trust, and authenticity.

Channel-dependent:

  • Instagram for lifestyle & fashion

  • YouTube for tutorials & reviews

  • TikTok for entertainment & virality

Important:

  • Selection of suitable influencers

  • Transparency and labeling

  • Long-term partnerships

6. Messenger & Conversational Marketing

a) WhatsApp Business / Messenger Bots

Customer communication via messenger is becoming increasingly important.

Applications:

  • Customer service

  • Shipping information

  • Personal consultation

Goal: Direct communication and quick response to user needs.

7. Apps and Push Notifications

Own apps provide intense customer loyalty – complemented by push notifications that regularly activate users.

Advantages:

  • Mobile presence

  • Personalized interactions

  • Recurring use

Selecting a Strategy: Which Channel is Right?

The choice of suitable channels depends on several factors:

Criterion

Questions for Evaluation

Target Audience

Where are they active? How do they consume content?

Objective

Branding, leads, sales, or service?

Resources

Budget, team, tools?

Content Type

Text, video, audio, interactive?

Measurability

Can KPIs be captured and optimized?

A balanced marketing mix combines push (e.g., ads) and pull channels (e.g., SEO), owned and paid media – and aligns them with each other.

Conclusion: The Right Channel Mix Matters

In digital marketing, there is no one-size-fits-all solution – each brand must find its individual channel mix and continuously adjust it. The following applies:

  • Do not be present everywhere at the same time, but where it makes sense.

  • Each channel needs its own content, tone, and objectives.

  • Cross-media linking increases reach and effectiveness.

  • Data-driven management helps prioritize channels and use budgets efficiently.

Those who know their channels, choose them wisely, and engage intelligently lay the foundation for sustainable digital marketing success.

Keywords

In digital marketing, the term "keyword" is ubiquitous – and for good reason. Keywords are the foundation of many online marketing disciplines, especially search engine optimization (SEO) and search engine advertising (SEA). They connect the language of users with the language of search engines and help companies become visible exactly when potential customers are actively searching for products, services, or information.

In this article, we will illuminate the central role of keywords in digital marketing, explain how they work, and show how companies can strategically use them to increase reach, traffic, and conversion rates.

What are Keywords?

A keyword is a term or phrase that users input into a search engine to find specific information. Keywords can be short (Short Tail) or long (Long Tail):

  • Short-Tail Keyword: e.g. "shoes" – very general, high search volume, much competition.

  • Long-Tail Keyword: e.g. "buy red running shoes for women" – more specific, lower search volume, but often a higher likelihood of conversion.

Keywords serve as a guide in digital marketing: they help align content with the needs of the target audience and deliver ads accurately.

Why are Keywords Important in Digital Marketing?

  1. Increase Visibility: Keywords help to be found in the organic search results.

  2. Targeted Advertising: In search engine advertising, ads are targeted to specific keywords.

  3. Relevant Content: They form the basis for content that meets the needs of users.

  4. Better Understanding of the Target Audience: The analysis of keywords provides insights into the language, questions, and interests of potential customers.

  5. Achieve Competitive Advantages: Those who strategically use the right keywords can stand out against the competition.

Types of Keywords at a Glance

1. Navigational Keywords

These are used to find a specific website or brand (e.g. "Zalando shoes").

2. Informational Keywords

This involves searching for information (e.g. "how to tie a tie"). Ideal for blogs, tutorials, and FAQ pages.

3. Transactional Keywords

These imply a intent to purchase (e.g. "buy sneakers online"). They are particularly valuable for e-commerce.

4. Commercial Investigation

Users compare products or providers (e.g. "best DSL providers 2025"). These keywords show a high purchase intent but are not entirely transactional yet.

5. Local Keywords

Relate to geographical locations (e.g. "hairdresser Berlin Mitte") – important for local SEO.

Keyword Research: The First Step Towards Strategy

Before keywords can be effectively used, thorough research is required. The goal is to identify the terms actually used by the target audience – while also providing a good ratio of search volume to competition.

Tools for Keyword Research

  • Google Keyword Planner: Especially suitable for SEA, but also provides general keyword data.

  • Ubersuggest: Simple, free research with helpful metrics.

  • SEMrush / Ahrefs / Sistrix: Professional tools with deep insights into competitive keywords, search volume, and SERP analyses.

  • AnswerThePublic: Ideal for finding questions and semantically related terms.

  • Google Search Console: Shows which search terms are already generating impressions for the site.

Important Metrics

  • Search Volume: How often is a term searched per month?

  • Keyword Difficulty / Competition: How difficult is it to rank for this?

  • CPC (Cost-per-Click): Relevance for paid advertising.

  • Relevance: Does the keyword match the own service or content goal?

Keyword Strategies in Digital Marketing

1. SEO (Search Engine Optimization)

In SEO, keywords are used todesign content to be organically visible for search queries. It is important:

  • To strategically incorporate keywords into titles, meta descriptions, H1-H6 headings, URLs, and body text.

  • To use semantic variants and related terms.

  • To define a main keyword + complementary secondary keywords for each page.

  • To avoid keyword stuffing – Google prefers natural, user-friendly content.

2. SEA (Search Engine Advertising)

In SEA, such as with Google Ads, keywords are used to precisely deliver ads. Here, one distinguishes:

  • Broad Match: Ad appears for related terms.

  • Phrase Match: Ad appears when the phrase is included.

  • Exact Match: Ad appears only for that exact term.

  • Negative Keywords: Terms for which the ad should not appear.

The choice of keyword options significantly affects the reach and relevance of the ads.

3. Content Marketing

Keywords assist in the planning of blog articles, landing pages, or guides. Important in this regard:

  • To understand search intent.

  • To provide content with real added value.

  • To write content not just for search engines but also for people.

4. YouTube & Video SEO

Keywords also play a role on YouTube or in podcasts. They are used in titles, descriptions, tags, and transcripts to be found.

5. Social Media & Hashtag Strategy

Keywords are also reflected in hashtags and post descriptions – for instance, on LinkedIn, Instagram, or TikTok. There, they help make content discoverable and identify trends.

Keyword Mapping & Site Structure

In keyword mapping, each keyword (or keyword cluster) is assigned to a specific page. The goal is to create clarity and focus, avoid duplicate content, and strategically plan internal linking.

Example:

  • Homepage: "Buy Running Shoes"

  • Category Page: "Women's Running Shoes"

  • Blog Article: "The Best Running Shoes 2025"

Keyword Trends and Changes

Keywords are dynamic. New terms emerge, while old ones lose significance. Therefore, regular monitoring is advisable:

  • Voice Search: Search queries are becoming longer and more conversational ("What are good running shoes for beginners?").

  • Zero-Click Searches: More and more questions are being answered directly on the Google search results page – without clicks.

  • AI-Powered Search: New systems like Google SGE (Search Generative Experience) are changing how content is discovered.

  • Seasonal Fluctuations: Keywords like "Christmas gifts" or "tax return" are only relevant at certain times.

Common Mistakes in Dealing with Keywords

  • Focusing only on keywords with high volume, without relevance.

  • Ignoring long-tail keywords.

  • Creating multiple pages with the same keyword → keyword cannibalization.

  • Over-optimization (keyword stuffing).

  • No regular analysis and adjustment.

Conclusion

Keywords are much more than just search terms in digital marketing. They are a strategic tool that – when used correctly – helps reach users, structure content, and optimize advertising campaigns. The art lies not only in finding the "right" keywords but in purposefully, creatively, and continuously developing them.

An effective digital marketing concept does not use keywords in isolation but embedded in a comprehensive strategy – tailored to target audiences, channels, and objectives. Companies that approach their keyword strategy professionally secure long-term visibility, better rankings, and a stronger market position.

AI in creation

The digital marketing world is undergoing a profound transformation – and Artificial Intelligence (AI) is at the center of this transformation. While AI has already been used in performance marketing and data analysis for years, it is now increasingly entering the creative domain: text, image, video, audio – the entire content creation is being redefined by AI.

In this article, we take a comprehensive look at how AI is changing creative processes in digital marketing, the opportunities and challenges that arise from it, and how companies can meaningfully integrate AI into their workflows.

What does "creation" mean in digital marketing?

In marketing, "creation" refers to the development of creative content that evokes brand messages emotionally, tells stories, and activates users – in the form of:

  • Texts (slogans, blog posts, advertising texts)

  • Images (visuals, graphics, ads)

  • Videos (explanatory films, commercials, reels)

  • Audio (podcast intros, voice campaigns)

  • interactive formats (games, AR/VR elements)

Creation is the heart of every campaign – it significantly determines the attention, recognizability, and impact of a brand.

How AI is changing creation

1. AI as a co-creator for texts

Generative AI models like ChatGPT or Jasper are revolutionizing text creation:

  • Creation of blog posts, social media captions, product descriptions

  • Development of slogans, taglines, or newsletter texts

  • Adjustment of tonalities depending on target audience or platform

  • Translation and localization for international markets

These tools save time, offer creative impulses, and help fill editorial plans more efficiently. It is important to note: Humans curate, AI provides raw materials.

2. Image and graphic generation via prompt

Tools like Midjourney, DALL·E, or Adobe Firefly enable the creation of high-quality visuals from text descriptions within seconds. Examples:

  • Key visuals for campaigns

  • Mockups for presentations

  • Social media images

  • Product images in different scenarios

Here too: AI does not replace the designer but expands their possibilities.

3. Video creation with AI

With tools like Runway, Synthesia, or Pictory, videos can be generated automatically – from animated slideshows to realistically appearing avatars. Applications:

  • Product tutorials

  • Explanatory videos

  • Personalized video ads

  • Content for social media

Text-to-video functionality allows for faster and more scalable content production.

4. Audio and voice

AI-based tools like Descript or ElevenLabs enable:

  • Text-to-speech in natural voices

  • Voice cloning for consistent brand voices

  • Podcast editing via text editing

  • Music composition via AI for background tracks or jingles

This makes audio content more accessible and easier to produce – even for small brands.

Opportunities: What AI makes possible in creation

1. Speed & scalability

Where previously days or weeks were needed for production, today often a prompt suffices. This saves time and allows brands to respond more quickly to trends or conduct A/B tests with many variations.

2. Cost efficiency

Especially for smaller companies or start-ups, access to professionally appearing content through AI has become significantly cheaper – without having to sacrifice quality.

3. Personalization at a new level

AI can tailor content in real-time to users – personalized texts, images, or videos, adapted to behavior, location, or interests. This increases relevance and conversion.

4. Creative diversity

AI opens new perspectives, image styles, and narratives that lie outside classical creative routines. It inspires, breaks conventions, and fosters idea generation.

Limits and challenges

1. Originality & brand identity

AI-generated content often appears generic when uncritically adopted. The challenge lies in preserving one's brand voice and using AI as a tool – not as the sole source.

2. Legal uncertainties

Who is the author of an AI-generated image? Can one advertise with it? What data was used for training? Brands must closely monitor legal developments and ensure proper licensing.

3. Ethics & credibility

Deepfakes, fake voices, generic content – the misuse of AI can significantly harm brands. Transparency and responsible use are crucial.

4. Quality assurance

AI makes mistakes. Incorrect facts, inappropriate tonalities, or visual inconsistencies occur frequently. Therefore, human sensitivity and editorial control are necessary.

Best practices: How to succeed in creative AI deployment

1. Use AI as an idea supplier

Use AI for brainstorming, idea sketches, or alternative suggestions. This accelerates processes and brings fresh input – especially in the early concept phase.

2. Combine humans & machines

The best results arise from collaboration: AI generates rough drafts, humans refine, curate, and optimize. Call it "human-in-the-loop creation".

3. Train your own brand voice

More and more tools allow you to train your own "brand prompts" or "custom models" – with examples from your own content. This makes the output more aligned with the brand.

4. Automate workflows


Systematically use AI: for automatic creation of content variants (text & image), for headlines based on performance data, or for visual optimization of ads.

5. Content Testing + AI

In combination with A/B testing, AI can generate dozens of variants and evaluate them based on data – this helps determine which texts, images, or formats truly work.

Tools and platforms at a glance

Area

Tools

Text

ChatGPT, Jasper, Copy.ai

Image

Midjourney, DALL·E, Adobe Firefly

Video

Runway, Pictory, Synthesia

Audio/Voice

Descript, ElevenLabs, LALAL.AI

Social Content

Canva Magic Studio, Ocoya, Predis.ai

Automation

Zapier, Make.com, HubSpot Workflows

Example scenario: AI creation in a campaign

Case: A sustainable fashion brand launches a new product line.

  1. AI text generator creates slogans, ad copy, and newsletter texts.

  2. AI image generator visualizes clothing items in different environments and styles.

  3. Synthesia produces a welcome video with a brand avatar.

  4. Descript generates a podcast teaser with automated editing.

  5. A/B tests with different variants are evaluated based on AI.

The result: a complete campaign in a few days – with lower resource utilization, high consistency, and creative diversity.

Conclusion: AI as a creative game changer – but not as a replacement

The integration of Artificial Intelligence into the creative work of digital marketing is not a trend – it is a paradigm shift. AI is changing not only how content is created but also how we understand creativity.

However: The best creation arises from the interplay of technology and human intuition. AI can deliver ideas, accelerate processes, and enable diversity – but emotion, cultural sensitivity, timing, and brand sense remain human strengths.

Those who use AI wisely will be more creative, faster, and more effective – provided they use it for what it is: a powerful tool, not the creator itself.

Click-through rate

Click-Through Rate in Marketing – Metric for Attention and Interest

The Click-Through Rate (CTR) is a central metric in online marketing. It measures how often users click on a link, an ad, or a call-to-action (CTA) in relation to the number of impressions. The click-through rate provides insights into how well an advertisement or content resonates with the target audience.

The formula is:

Click-Through Rate (CTR) = (Number of Clicks ÷ Number of Impressions) × 100

Example: If an ad is displayed 10,000 times and clicked 150 times, the CTR is 1.5 %.

The click-through rate is an indicator of relevance and performance. A high CTR indicates that the message grabs attention, generates interest, and encourages interaction. Conversely, a low click-through rate may suggest unclear messaging, an inappropriate target audience, or a less attractive offer.

In various channels, the click-through rate plays an important role:

  • Email Marketing: How many recipients click on the link in a newsletter?

  • Search Engine Ads (SEA): How often do users click on a Google Ads ad?

  • Social Media Ads: How many users interact with a sponsored post?

  • Organic Search Results (SEO): How many users click on a search result?

To optimize the CTR, measures such as concise subject lines, compelling calls-to-action, relevant content, good design, and targeted targeting are employed. A/B testing also helps to determine which variant works better.

Conclusion: The click-through rate is an important measure of the effectiveness of digital marketing efforts. It shows whether a message is not only seen but also actively accepted – and is therefore a first step towards conversion.

KPI

KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.

L

Landing Page

A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.

Lead Management

Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.

Leads

In digital marketing, much revolves around reach, visibility, and interaction – but the real value often comes only when a potential customer shows concrete interest. This is where the term lead comes into play. Leads are the foundation for any conversion strategy and crucial for sustainable revenue growth. In this article, you will learn what a lead is, what types there are, how to acquire leads, evaluate them, and successfully convert them into customers.

1. What is a lead in digital marketing?

A lead is a contact that has shown interest in a product, service, or company and to whom something can potentially be sold. In digital marketing, this usually means: The person has voluntarily provided their data – for example, through:

  • filling out a contact form

  • signing up for a newsletter

  • downloading an e-book

  • participating in a webinar

  • requesting a quote

A lead is thus no longer an anonymous website visitor, but an identifiable interest who has actively interacted with the brand.

2. Why are leads so important?

Leads are the starting point for the sales process (sales funnel). Without leads, there are no new customers. Lead generation is therefore one of the key success factors in digital marketing, especially in the B2B sector and the high-priced B2C segment.

Advantages of good lead generation:

  • Building a customer base

  • Reducing dependencies (e.g., on platforms)

  • Direct communication opportunities (e.g., via email)

  • High return on investment (ROI) with well-qualified leads

3. Types of leads

Not every lead is the same. Depending on quality and willingness to buy, different types of leads are distinguished:

a) Cold leads

  • have shown interest but have no purchase intention yet

  • e.g., through e-book downloads or social media interaction

  • usually still need a lot of information and trust

b) Warm leads

  • show more concrete interest

  • e.g., by visiting a product page or requesting a demo

  • are more willing to enter into a dialogue

c) Hot leads

  • are close to making a purchase

  • e.g., after a consultation or quote

  • should be contacted and cared for quickly

Additionally, a distinction is often made between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs):

  • MQL: A lead generated through marketing efforts that may potentially become a customer

  • SQL: A lead that the sales team considers ready to buy

4. Strategies for lead generation

a) Content marketing

High-quality content attracts interested parties and convinces them to leave their data in exchange for knowledge or added value. Examples:

  • e-books

  • whitepapers

  • checklists

  • webinars

  • blog articles with lead magnets

b) Search engine marketing (SEO/SEA)

Through Google, users can specifically search for solutions. Those who are visible here – organically or through ads – generate qualified traffic, from which leads emerge.

c) Social media ads

Facebook, Instagram, LinkedIn & Co. provide powerful tools for targeted lead generation, e.g., through:

  • lead ads (form directly on the platform)

  • clicks on landing pages

  • messenger dialogues

d) Landing pages and forms

A well-designed landing page with a clear call-to-action (CTA) is essential. The easier the path to registration, the higher the conversion.

e) Newsletter sign-ups

The classic: Users voluntarily sign up for emails – e.g., for news, discounts, or exclusive content.

f) Lead magnets

A lead magnet is a free offer provided in exchange for contact data. Examples:

  • free template

  • discount code

  • mini course

  • industry study

5. Lead nurturing: From interest to customer

A lead alone does not generate revenue. The art lies in lead nurturing – systematically supplying interested parties with relevant information to build trust and guide them towards a purchase decision.

Typical measures:

  • automated email sequences (e.g., welcome series)

  • personalized content based on interests

  • retargeting via social media or Google Ads

  • qualified consultation (e.g., by sales team)

Goal: To address the lead at the right time with the right content – without being too pushy.

6. Lead scoring and qualification

Not every lead is equally valuable. To work efficiently, lead scoring helps: Leads are assigned point values based on their behavior, interest, and fit with the target group.

Example criteria:

  • Email opened: +5 points

  • Product page visited: +10 points

  • Demo requested: +20 points

  • wrong industry: -10 points

This way, marketing and sales can decide which leads should be contacted first – and which may need more time to mature.

7. Tools for lead generation and management

► Lead generation

  • HubSpot (forms, pop-ups, ads)

  • Mailchimp (landing pages, email capture)

  • Unbounce, Instapage (landing page builders)

  • Facebook Lead Ads

  • Google Ads (lead form extension)

► Lead management / CRM

These tools allow:

  • central data storage

  • automation of email workflows

  • integration into sales teams

  • tracking the customer journey

8. Data protection in lead generation

Particularly in Europe, it applies: Data protection is mandatory. The GDPR stipulates that personal data may only be processed with explicit consent.

Important aspects:

  • double opt-in for emails

  • clear information about data use

  • option to withdraw

  • privacy policy on the website

Tip: Transparency builds trust – and trust is a currency in lead marketing.

9. Typical mistakes in lead generation

  • Requesting too much information at once (forms with 10+ fields)

  • No concrete added value (lead magnet too weak)

  • Missing follow-up communication

  • Leads are not qualified

  • No alignment between marketing and sales

Effective lead marketing means: relevance, timing, personalization, and a clear process.

10. Conclusion: Leads as strategic capital

Leads are not just numbers in a CRM system in digital marketing – they are potential customer relationships that need to be nurtured and developed. Those who succeed in turning anonymous traffic into qualified leads and systematically caring for them will build long-term competitiveness.

Whether through content, ads, SEO, or social media: The path to successful lead acquisition begins with a deep understanding of the target audience and ends with an excellent customer experience.

Local SEO

Local SEO is a subfield of search engine optimization that focuses on improving a business's visibility in local search results. The goal is to reach potential customers in the immediate vicinity of a business or service provider online. Local SEO is crucial for small and medium-sized businesses with a physical location—such as restaurants, craft businesses, doctors, or hairdressers—to establish themselves in the digital competition.

A central element of local search engine optimization is the Google Business Profile (formerly known as “Google My Business”). Here, businesses can enter information such as address, opening hours, phone number, website, and photos. A fully and correctly filled-out profile improves the chances of being displayed in Google's so-called “Local Packs”—these are the map entries that appear at the top of local searches like “bakery nearby.”

Other important factors for Local SEO include local keywords, e.g., “dentist Munich,” as well as NAP consistency (Name, Address, Phone Number), which should be indicated the same way across all online directories. Reviews also play a central role: Many positive Google reviews not only increase user trust but also improve rankings in local search queries.

Moreover, local backlinks, or links from regional websites or media, help to increase Google's trust. Technically speaking, the business website should also be mobile-friendly and load quickly, as many local search queries take place via smartphones.

Overall, Local SEO enables businesses to specifically target customers on-site, strengthen their online presence, and differentiate themselves from competitors—especially in an increasingly digital world. Do you have a specific business or industry in mind?

M

Marketing Automation

Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.

Mentions

In the age of digital communication, "mentions" have become a central element of successful marketing strategies. They provide brands with a means to monitor, analyze, and actively shape their visibility, reach, and reputation. In this text, we take a comprehensive look at the role of mentions in digital marketing, their various types, analytical methods, and practical strategies for their use.

What are Mentions?

Mentions are named references to a brand, product, company, or person on the internet. These can appear in various contexts – in social media, blogs, forums, reviews, or news articles. They serve as digital traces that show how often and in what context a company or term is mentioned.

Types of Mentions

  1. Direct Mentions (Tagged Mentions)

    A direct mention occurs when a user explicitly tags a brand with a "@", e.g., @Nike in a tweet. This type of mention is easy to identify and is displayed as a notification by most social networks.

  2. Indirect Mentions (Untagged Mentions)

    Here, the brand is mentioned but not tagged. For example: "I love my new Nike shoes." These mentions are harder to track but often require more attention as they are authentic and not intended for direct dialogue.

  3. Positive, Neutral, and Negative Mentions

    The tone of a mention plays a significant role. Sentiment analysis helps understand whether a brand is mentioned in a positive or negative context.


Why are Mentions Important?

1. Monitoring Brand Reputation

Mentions help companies recognize how they are perceived. Negative comments can be detected early and defused through crisis communication.

2. Promoting Customer Dialogue

Social listening allows brands to respond to customer feedback in real-time – whether it’s praise, criticism, or questions. This actively promotes customer loyalty.

3. Influencer Identification

By analyzing mentions, it can be determined who frequently and influentially speaks about a brand – a valuable source for influencer marketing.

4. Competitive Analysis

Not only are the company's own mentions interesting – how often and in what tone competitors are mentioned also provides insights into market positions and trends.

5. Measuring Campaign Success

Mentions before, during, and after a campaign can provide insights into reach and resonance. Peaks in mentions may indicate successful content or controversial topics.

Tools for Analyzing Mentions

Manually monitoring the entire internet is unrealistic. Therefore, there are specialized tools that capture, analyze, and visually represent mentions:

  • Brandwatch

  • Hootsuite

  • Mention

  • Talkwalker

  • Google Alerts (Basic version)

  • BuzzSumo

These tools provide functions such as sentiment analysis, real-time notifications, historical data, geographical filters, and cross-platform monitoring.

Strategic Use of Mentions in Digital Marketing

1. Proactive Social Listening

Social listening is more than just monitoring. It means listening, interpreting, and acting strategically. For example, an increase in positive mentions about a new product line may indicate a market gap – or negative feedback about a feature may signal optimization potential.

2. Community Engagement

Responding to mentions boosts customer loyalty. Especially in social media, users expect a quick and authentic response. Even replying to neutral or slightly critical comments shows presence and builds trust.

3. Crisis Prevention and Management

Early detection of negative trends can be crucial. A crisis often begins with a few critical mentions that then go viral. Companies that act early can mitigate damage.

4. Deriving Content Strategy

Mentions show which topics, terms, or products are currently resonating well with the target audience. This data can be used for content planning: e.g., blog posts, FAQ content, videos, or social media campaigns.

5. Evaluating Campaign Hashtags

Mentions surrounding specific hashtags provide insights into how well a campaign is performing. The number of mentions and their reach are important KPIs.

Mentions in the Context of SEO and PR

Mentions are also relevant for search engine optimization (SEO), particularly unlinked brand mentions. According to its statements, Google increasingly considers these as "implicit links" that can contribute to brand authority. The more often a brand is mentioned positively, the better it can affect rankings and visibility.

In PR, mentions are essential for evaluating the impact of press releases, guest contributions, or media collaborations. Tools like Meltwater or Cision allow for a connection between PR and digital marketing metrics through mentions.

Best Practices for Handling Mentions

  • Optimize Response Time: Users generally expect feedback within hours – especially regarding problems.

  • Avoid Standard Responses: Authenticity beats speed. Responses should be personal and context-specific.

  • Clarify Team Responsibilities: Who responds to mentions? Customer service, social media team, or PR department?

  • Consistent Tone: The brand tone should be uniform to avoid confusion.

  • Establish Monitoring Routines: Daily or weekly monitoring helps ensure nothing is overlooked and trends are identified early.

Case Studies for Effective Use of Mentions

1. Deutsche Bahn

The train service uses mentions for direct customer communication on Twitter. Many users comment in real-time about delays or problems – the train service responds quickly, politely, and solution-oriented.

2. Nike

Nike identifies trends in the sneaker sector through mentions and utilizes these insights for targeted product launches and influencer collaborations.

3. IKEA

When IKEA picked up a viral meme about self-assembly and integrated it into its communication, a positive PR effect was created – based on the observation and creative use of mentions.

Conclusion

Mentions are much more than just references in digital marketing – they are valuable indicators of brand sentiment, customer satisfaction, and market position. Analyzed and used correctly, they can not only minimize reputational risks but also uncover new opportunities. Companies that strategically utilize mentions gain a deep understanding of their target audience and sustainably strengthen their digital brand presence.

Meta Description

The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.

O

Off-Site SEO

Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.

On-Site-SEO

On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.

P

PDP

PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.

Performance Marketing

Performance Marketing is a form of digital marketing that focuses on concrete, measurable actions (commonly known as “performances”). Examples include:

  • Clicks on ads

  • Conversions (e.g., purchases, registrations, downloads)

  • Leads (e.g., filled-out forms)

  • Engagements (e.g., comments, likes, shares)

The special thing about Performance Marketing is the data-driven optimization: Every step of the customer journey is tracked, evaluated, and subsequently improved. The goal is to achieve maximum efficiency from the marketing budget invested.

We do this every day and provide our clients with comprehensive support in the area of Performance Marketing. Feel free to reach out to us if you want to know more. Here’s a first glimpse into all the tools of Performance Marketing.

Features of Performance Marketing

1. Search Engine Marketing (SEA & SEO)

  1. Measurability: All measures can be precisely tracked based on KPIs (Key Performance Indicators).

  2. Transparency: Companies know where their customers come from, which channels perform well, and where there is a need for optimization.

  3. Targeted: Campaigns are aimed at clearly defined goals – such as increasing sales, generating leads, or app installations.

  4. Result-oriented: Payment is often made only upon success (e.g., clicks or conversions), which reduces risk.

Important Channels in Performance Marketing

  • SEA (Search Engine Advertising):

    Paid ads on search engines (e.g., Google Ads). Users are directly addressed when they search for relevant terms.

  • SEO (Search Engine Optimization):

    Organic measures to be better found in unpaid search results. Not a classic performance channel in the narrower sense, but important for long-term results.

2. Social Media Advertising

Platforms like Facebook, Instagram, LinkedIn, TikTok, or X (Twitter) offer powerful targeting options. Companies can run campaigns aimed at reach, interaction, or conversion.

3. Display Advertising

Ad banners on websites or in apps. Display ads are well suited for retargeting and brand awareness, but can also be optimized for conversions.

4. Affiliate Marketing

In this model, companies partner with affiliates (publishers) who promote their products or services. Payment is usually performance-based – e.g., per sale or lead.

5. Email Marketing

Emails also count towards Performance Marketing when used purposefully and when results (e.g., open rates, clicks, conversion rates) are measured and optimized.

6. Influencer Marketing (performance-oriented)

Cooperations with influencers can also be performance-based, e.g., via tracking links, discount codes, or pay-per-sale agreements.

Key Performance Indicators (KPIs)

Success in Performance Marketing is made measurable through clear KPIs:

  • CTR (Click-Through Rate): Ratio of clicks to impressions

  • CPC (Cost-per-Click): Cost per click on an ad

  • CPA (Cost-per-Acquisition): Cost per conversion

  • Conversion Rate: Proportion of users who perform a desired action

  • ROAS (Return on Ad Spend): Ratio of revenue to advertising costs

  • CLV (Customer Lifetime Value): Value of a customer over the entire customer relationship

These metrics help optimize campaigns purposefully and use budgets effectively.

Advantages of Performance Marketing

1. Cost Efficiency

Those who only pay when an action occurs (e.g., click or purchase) take on a manageable risk. Particularly attractive for SMEs.

2. Measurability & Transparency

All activities are measurable in real-time. You know exactly which ad on which channel generates what return.

3. Targeted Deployment

Targeting options allow for addressing precisely defined target groups based on interests, age, location, behavior, etc.

4. Flexibility and Scalability

Campaigns can be paused, adjusted, or expanded at any time. Advertising budgets can be dynamically allocated to the best channels.

5. Quick Results

Performance marketing measures usually deliver first results within a very short time – ideal for short-term sales actions or product launches.

Challenges in Performance Marketing

1. High Competitive Pressure

Depending on the industry, click prices (e.g., on Google Ads) can quickly become expensive. If not optimized correctly, you burn your budget.

2. Complexity

Successful Performance Marketing requires know-how in many areas: analysis, tracking, ad copy, design, targeting, A/B testing, etc.

3. Dependence on Platforms

Many measures run through third-party providers like Google or Meta - changes in algorithms or ad policies can significantly impact performance.

4. Data Protection & Tracking Restrictions

Due to data protection regulations (GDPR, ePrivacy, iOS tracking restrictions), gathering user data is becoming increasingly difficult.

Performance Marketing Strategy: Here’s How

1. Goal Definition

What do you want to achieve? (e.g., 1,000 newsletter sign-ups, 500 sales, 20% more app installs)

2. Target Audience Analysis

Who is the target audience? What needs, channels, and digital touchpoints are there?

3. Channel Selection

Which channels are best suited to reach the target audience?

4. Ad Design

Ads must stand out, communicate a clear benefit, and urge action (call to action).

5. Tracking & Setup

Google Analytics, Meta Pixel, conversion tracking: without technical setup, optimization and success measurement are hardly possible.

6. Testing & Optimizing

A/B tests, segment analyses, and continuous budget reallocations are crucial for long-term success.

Performance Marketing vs. Branding


Criterion

Performance Marketing

Branding

Goal

Measurable actions (click, purchase, lead)

Brand awareness, trust

Time Horizon

Short to medium-term

Long-term

Budget Focus

Direct performance

Long-term brand building

Measurability

High

Low (often indirect)

Channels

Search engines, social ads, affiliate, etc.

TV, print, PR, YouTube, branding campaigns

Ideally, both complement each other: Branding strengthens trust, while Performance ensures measurable results.

Conclusion

Performance Marketing is today a central component of modern marketing strategies. It allows companies of all sizes to deploy their budgets purposefully where they demonstrably have an impact. The data-driven approach, combined with flexible campaign management, ensures that resources are used efficiently – and that payment is only made for real results.

Those who want to succeed in Performance Marketing need a good understanding of target audiences, channels, data analysis, and creativity. The great strength lies in measurability and optimizability – but that also requires continuous attention, know-how, and technical setup.

Whether for lead generation, sales increase, or customer retention – Performance Marketing provides the right tools for concrete successes in the digital world.

Persona

Personas in Marketing – Making Target Groups Tangible

A persona is a fictional but realistic profile that describes a typical representative of a target group. In marketing, sales, and product development, it serves to better understand customer groups, anticipate their needs, and more effectively tailor communication and offerings. Personas are a central element of user-centered strategies – particularly in content marketing, UX design, and inbound marketing.

A well-developed persona includes far more than just demographic data. It encompasses among other things:

  • Name, Age, Profession, Education

  • Goals, Challenges, Wishes

  • Buying Behavior, Decision Processes

  • Media Usage and Information Sources

  • Typical Quotes or Statements

  • Values and Attitudes

Example: “Lisa, 35, Marketing Manager in a medium-sized company, uses LinkedIn for professional development, values efficiency, prefers digital solutions, and gathers information about purchasing decisions from industry blogs and recommendations.”

Through personalization, an emotionally tangible image of the target group emerges. Teams can better empathize with their customers, create more targeted content, and develop products and services precisely. Moreover, personas facilitate cross-departmental coordination – marketing, sales, and product management talk about the same “customer.”

Personas are ideally based on real data: customer interviews, surveys, web analyses, or CRM data. They should be regularly updated and adapted to market changes.

It is important to note: personas are not stereotypes. They should be representative and realistic – not idealized. Often, several personas are developed for different segments, e.g., decision-makers, users, or influencers in a B2B context.

In conclusion: personas make target groups tangible, foster empathy within the team, and enable more precise marketing measures – an indispensable tool in customer-oriented communication.

Personalization

Personalization in Marketing – Relevance Creates Impact

Personalization in marketing means tailoring content, offers, and communication specifically to individual people or specific target groups. The goal is to provide the customer with exactly what interests them in their current situation or what fits their behavior – thereby increasing relevance, engagement, and conversion.

In the digital world, customers are increasingly expecting tailored experiences. A personal address in the newsletter, product recommendations based on previous purchases, or dynamically adjusted website content are just a few examples of personalized marketing. Studies show: Personalized campaigns achieve higher open, click, and conversion rates than generic measures.

The foundation of personalization is data. Through CRM systems, web tracking, social media interactions, and purchase histories, companies gather valuable information about their customers. This data is used to form segments, plan individual customer journeys, or control automated marketing processes – e.g., through marketing automation tools like HubSpot, Mailchimp, or Salesforce Marketing Cloud.

A simple example: An online store sends a customer who recently bought running shoes targeted tips for care, suitable socks, or offers for running apparel. Another customer who abandoned their purchase receives a reminder or a voucher for reactivation.

It is important to handle data responsibly in accordance with the GDPR. Transparency, consent, and data protection must always be ensured.

Conclusion: Personalization is not a nice extra but a crucial success factor in modern marketing. It leads to better customer experiences, stronger brand loyalty, and more effective campaigns. Those who understand their customers and address them individually clearly stand out in the competitive landscape.

Pillar Page

Pillar Page – The Heart of an Effective Content Strategy

A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.

The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".

This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.

A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.

Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.

Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.

PIM system

PIM System - Central Management of Product Information

A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.

The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.

Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.

A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.

Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.

In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.

Post-Production

Post-Production – The Creative Finishing Touch After Filming

The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.

Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:

  1. Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.

  2. Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.

  3. Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.

  4. Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.

  5. Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.

  6. Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.

  7. Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.

Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.

In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.

Product Title

Product Title in Marketing – The First Impression Counts

Product titles are much more than mere labels in marketing – they are the first touchpoint between the product and potential customers. A good product title can capture attention, foster interest, and trigger the purchase impulse. Especially in e-commerce and on marketplaces like Amazon, eBay, or Etsy, product titles play a crucial role in visibility, click-through rate, and conversion.

An effective product title serves multiple functions:

  • Clarity: The title should clearly describe the product. Customers must immediately recognize what it is about.

  • Relevance: Important keywords – that is, terms customers are searching for – should be integrated to be better found in search engines and shop search functions.

  • Attractiveness: An appealing title emotionally engages the target audience and highlights the benefits.

  • Structure: Especially with extensive assortments, structured titles with defined components (e.g., brand, product type, main feature, size/color) are helpful.

Example: “Nike Air Max 270 Men's Sneakers – breathable, black, size 44”

This title contains the brand, model, target group, a benefit promise (breathable), the color, and the size – ideal for both humans and machines.

Errors to avoid: overly general terms, keyword stuffing, unnecessary special characters, or irrelevant information. Also, overly long titles can appear cluttered or be cut off in mobile views.

Product titles should be regularly reviewed and tested – for example, through A/B testing or performance analyses. Because small optimizations can have a big impact on click rates and sales.

Conclusion: The product title is a central element in the digital sales process. Those who formulate it precisely, search-engine-friendly, and target group-oriented secure decisive advantages in the competitive environment.

Website Programming

In digital marketing, the website is the central point of contact for customers, prospects, partners, and the public. It serves as a digital business card, sales platform, information source, and communication interface. To effectively fulfill these roles, it must not only be visually appealing but also function technically without issues. The website programming provides the foundation for this. This article will illuminate the role that programming plays in digital marketing, the requirements it must meet, and the technologies, methods, and trends involved.

1. The Role of the Website in Digital Marketing

The website is often the first point of contact between companies and their target audience. Almost every action in digital marketing—whether search engine advertising, social media campaigns, or email marketing—ultimately aims to drive visitors to the company's website.

A professional web presence can:

  • Build trust and increase credibility

  • Present products and services attractively

  • Generate conversions (e.g., purchases, contact inquiries, newsletter subscriptions)

  • Collect data for analysis and optimization (tracking, A/B testing)

  • Communicate brand identity

For all this to succeed, the website must be technically well-developed and strategically thought out.

2. What Does Website Programming Mean?

Website programming refers to the technical implementation of web designs and functions using programming languages and frameworks. It encompasses both the frontend (everything users see and interact with) and the backend (data processing, server logic, interfaces).

Frontend Programming

The frontend is responsible for presentation and interaction. Typical technologies:

  • HTML: Structuring of content

  • CSS: Design and layout

  • JavaScript: Interactive elements (e.g., sliders, pop-ups, animations)

  • Frameworks & Libraries: React, Vue.js, Angular, Bootstrap


Backend Programming

The backend processes forms, manages databases, and delivers content. Important technologies:

  • Programming languages: PHP, Python, Java, Ruby, Node.js

  • Databases: MySQL, PostgreSQL, MongoDB

  • Frameworks: Laravel (PHP), Django (Python), Express (Node.js)

  • APIs: Connecting external services (payment providers, CRM systems)

3. Requirements for a Marketing-Oriented Website

For a website to achieve its marketing goals, it must meet certain criteria. Mere functionality is not enough—performance, usability, and conversion optimization are crucial.

a) Search Engine Friendliness (SEO)

Already during programming, SEO-relevant aspects must be considered:

  • Clean, semantic HTML code

  • Fast loading times (page speed)

  • Responsive design (mobile optimization)

  • Structured data (Schema.org)

  • Meta tags, H1-H6 structure, alt texts

b) Conversion Optimization (CRO)

Technical measures to increase conversion rates:


  • Clearly visible call-to-actions (CTAs)

  • Easy-to-use forms

  • Logical user guidance (UX)

  • A/B testing possibilities

  • Tracking integration (Google Analytics, Tag Manager)

c) Security

Secure websites build trust and protect sensitive user data:

  • HTTPS encryption

  • Protection against SQL injection, XSS, CSRF

  • Secure forms and authentications

  • GDPR-compliant storage and processing of user data

d) Performance

Especially in the mobile arena, speed is crucial:

  • Compressed images and resources

  • Lazy loading

  • Caching mechanisms

  • Minimized code

4. CMS or Custom Programming?

An important decision in website development is the choice between a Content Management System (CMS) like WordPress or a custom development.

Advantages of CMS Systems (e.g., WordPress, Typo3, Joomla):

  • Faster development

  • Lower costs

  • Easy content editing by non-tech users

  • Large community, many plugins

Advantages of custom programming:

  • Maximum flexibility

  • Higher performance and security

  • Custom functions

  • Better scalability

The choice heavily depends on the project scope, budget, and long-term goals.

5. Responsive Design and Mobile First

Mobile usage dominates: over 60% of website traffic now occurs via smartphones and tablets. Therefore, website programming must follow the principle of “Mobile First”—which means:

  • Optimization for small displays and touch interaction

  • Mobile navigation (e.g., burger menu)

  • Adjusted loading times for mobile networks

  • Avoidance of non-mobile-compatible technologies (e.g., Flash)

Responsive design is implemented in HTML/CSS through media queries and is now standard.

6. Technical Tools for Marketing Integration

A modern website must not only look good but also integrate marketing tools:

  • Tracking & analysis: Google Analytics, Matomo, Hotjar

  • Tag management: Google Tag Manager for flexible integration of marketing scripts

  • CRM integration: Automatic data import into systems like HubSpot, Salesforce

  • Newsletter tools: Interfaces for Mailchimp, Brevo, CleverReach

  • Retargeting: Pixels from Facebook, Google Ads, etc.

The clean integration of these tools is part of the programming and a prerequisite for data-driven marketing.

7. Trends in Web Development for Marketing

The digital world is constantly changing. Here are some trends that significantly influence marketing:

a) Headless CMS

Separation of backend and frontend—content is provided via APIs, and the frontend is freely customizable. Advantage: more flexibility, performance, and cross-channel use.

b) Progressive Web Apps (PWA)

Websites with app features like offline use, push notifications, and fast loading times—perfect for mobile marketing strategies.

c) Serverless & JAMstack

Modern architecture with static pages, dynamic logic via APIs—fast, secure, and scalable.

d) Accessibility

Inclusive web design is becoming increasingly important—for both ethical considerations and legal compliance.

8. Conclusion

Website programming is a central component of digital marketing. It determines visibility, user-friendliness, conversion success, and scalability of marketing measures. Those who prioritize quality, performance, and strategy from the outset create a sustainable competitive advantage.

A modern website is not a static construct but a dynamic marketing tool that must be continuously analyzed, optimized, and developed—at the core of which lies thoughtful programming.

R

Rebranding

Rebranding refers to the strategic process by which a company, product, or brand receives a new appearance. This may involve the logo, name, colors, design, but also the positioning or brand message. The goal is to change the perception by customers, partners, or investors and make the brand more relevant, modern, or credible.

There are many reasons for a rebranding. It often occurs after mergers to unify several brands under a consistent appearance. Image problems, changing target groups, or new strategic directions can also be triggers. Technological changes, international expansion, or simply outdated designs are other typical reasons.

However, a rebranding is not a cosmetic intervention, but a complex process. It starts with a thorough analysis of the existing brand identity, target groups, and market environment. This is followed by the conception of a new brand strategy and creative implementation, for example, in the form of a new logo or slogan. Equally important is internal communication: employees must understand and embody the new brand to authentically represent it outwardly.

A successful rebranding combines continuity with innovation. It preserves the values and strengths of the old brand while not closing itself off from change. At the same time, it carries risks—especially when the change is not communicated understandably or is not accepted by customers.

Therefore, transparency is crucial: those who explain why something is changing and what benefits the change brings gain trust. Good rebranding strengthens the brand in the long term—both visually and emotionally.

dietz.digital has also just implemented a rebranding.

Editorial plan

In the fast-paced world of social media, thoughtful planning is the be-all and end-all of sustainable success. Companies, organizations, and even individuals who want to use social media strategically cannot do without a editorial plan. An editorial plan in social media is more than just a schedule – it is a tool for structuring content, organizing resources, and targeted communication with the target audience. This article explains what a social media editorial plan is, why it is important, how to create it, and what tools and best practices are available.

1. What is a social media editorial plan?

A social media editorial plan is a strategic planning tool that defines which content, when, on which channels, and with what goal will be published. It includes the planning of postings, stories, reels, videos, livestreams, and other formats over a defined period – usually weekly or monthly.

In addition to the content, details such as the following are often documented:

  • media used (e.g., image, video, link),

  • responsibilities within the team,

  • target audience,

  • call-to-action (CTA),

  • hashtags, and

  • publication time

are recorded.

2. Why is an editorial plan so important?

a) Consistency

Regular, planned content ensures recognizability, strengthens the brand, and keeps the community active.

b) Efficiency

Instead of daily ad-hoc posting, planning and preparation are bundled – saving time and resources.

c) Overview

A plan shows at a glance what happens when – ideal for coordination within the team or with clients.

d) Quality assurance

Through pre-planning, content can be checked, coordinated, and optimized before going live.

e) Goal orientation

A plan helps to keep communication goals in mind – whether it’s reach, interaction, or sales.

3. The fundamentals of an editorial plan

Before filling the calendar, a strategic foundation is needed. This should include the following points:

a) Target audience analysis

Who do I want to reach? What platforms does my target audience use? What content works?

b) Platform strategy

Different platforms require different approaches:

Instagram = visual, TikTok = short and entertaining, LinkedIn = professional, Facebook = community-oriented, etc.

c) Content pillars

Categories of content that occur regularly – e.g.:

  • Inform (industry news, tips)

  • Entertain (memes, quotes, storytelling)

  • Sell (product introductions, promotions)

  • Inspire (success stories, customer opinions)

  • Interact (polls, quizzes, comments)


4. How to create an editorial plan – step by step

1. Define the time period

Plan at least four weeks in advance; ideally, three months for a rough overview and one month worked out in detail.

2. Define goals

What should be achieved?

  • Increase reach

  • Increase follower count

  • Generate leads

  • Build image

  • Activate community

3. Determine channels

Examples:

  • Instagram

  • Facebook

  • LinkedIn

  • TikTok

  • Pinterest

  • YouTube

  • X (formerly Twitter)

4. Establish posting frequency

How often will posts be made on which channel? Example:

  • Instagram: 4 posts + 3 stories per week

  • LinkedIn: 2 posts per week

  • TikTok: 2 videos per week

5. Collect content ideas

Use brainstorming, keyword research, customer feedback, or content gap analyses.

6. Prepare content

  • Write texts

  • Create or choose images

  • Edit videos

  • Define hashtags and emojis

  • Provide links

7. Schedule posts

Enter all content into the editorial plan – including date, time, format, channel, responsibility, and status (planned / created / published).

5. Example of a social media editorial plan (excerpt)


Date

Channel

Format

Topic

Goal

Responsible

Status

01.06.25

Instagram

Image post

"Behind the Scenes"

Trust

Anna

planned

03.06.25

LinkedIn

Text/Link

Expert article on the industry

Expert status

Tom

in progress

05.06.25

TikTok

Video

Trend with product

Attention

Julia

published

07.06.25

Facebook

Poll

"What is your favorite?"

Engagement

Max

planned

6. Useful tools for planning and implementation

Planning tools

  • Trello or Asana – task planning in the team

  • Excel or Google Sheets – simple, flexible spreadsheet solution

  • Notion – versatile and individually customizable

Automation and Publishing

  • Meta Business Suite (Facebook, Instagram)

  • Later – visual planning and scheduling

  • Hootsuite – multichannel tool

  • Buffer – simple management of multiple accounts

  • Canva Pro – combined planning & design

  • HubSpot – CRM integration

7. Best practices for the editorial plan

a) Maintain flexibility

A plan is not a rigid construct. Current events or trends may require spontaneous changes.

b) Recycle content

A blog post can be used as an info post, story, quote graphic, or video on various channels.

c) Integrate analysis

Regularly incorporate performance data:

  • Which content performed well?

  • What received many comments?

  • When was the best posting time?

This allows the plan to be continuously optimized.

d) Establish editorial rounds

Regular meetings within the team provide fresh ideas, quality assurance, and clarity of responsibility.

8. Common mistakes and how to avoid them

❌ Posting too much at once

Instead of quantity, relevance counts. Better to post less but targeted and high-quality content.

❌ Missing target audience engagement

If content is not adjusted to the needs of the target audience, it loses its effectiveness.

❌ No call-to-action

"What should the user do?" – Always set a clear call to action!

❌ Only promotional instead of value-oriented

80% content with value, 20% advertisement – this rule of thumb pays off in the long term.

9. Conclusion

A social media editorial plan is the backbone of successful digital communication. It creates structure, saves time, and increases the quality of content. Whether small business, corporation, or individual – anyone looking to build their social media activities sustainably and purposefully should not operate without a plan.

A good editorial plan is strategic, realistic, target audience-oriented, and dynamically. It grows with the brand, the team, and experiences. It is not an end in itself, but a central tool on the path to more visibility, interaction, and success on social media.

Reels

In the world of digital marketing, video formats are becoming increasingly important. In particular, Reels, the short video format from Instagram (now also available on Facebook), have become a powerful tool for brands, companies, and content creators. Originally introduced as a response to TikTok, Reels are now a central component of many social media strategies. This article highlights why Reels are so effective in digital marketing, how to use them strategically, and what best practices to consider.

1. What are Reels?

Instagram Reels are vertical short videos with a length of up to 90 seconds (formerly 15 to 60 seconds), which can be created and edited directly within the Instagram app. They offer a variety of creative options through:

  • Music and sound effects

  • Filters and augmented reality elements

  • Text overlays

  • Slow motion and cuts

  • Transitions and stickers

Reels appear in one's own feed, on the Reels discovery page, and in the Explore section, which can give them a high organic reach.

2. Why are Reels so important in Digital Marketing?

a) High Reach

Instagram actively promotes Reels within its algorithm. Users who regularly post Reels can significantly increase their organic visibility – even without paid advertising.

b) Strong User Engagement

Short, entertaining videos particularly attract younger target groups. They offer high interaction rates (likes, comments, shares, saves).

c) Storytelling Potential

Reels allow brand messages to be told in a creative and emotional way – ideal for Brand Building.

d) Competitiveness

Reels are now part of a modern content strategy. Those who do not use them lose presence against competitors.

3. Reels vs. Other Formats


Format

Duration

Purpose

Platform Distribution

Reels

15–90 seconds

Reach, storytelling

Instagram, Facebook

TikTok Videos

up to 10 minutes

Entertainment, virality

TikTok

YouTube Shorts

up to 60 seconds

Visibility, branding

YouTube

Story

15 seconds (single clip)

Everyday, intimacy, timeliness

Instagram, Facebook, Snapchat

Feed Post

unlimited

Information, evergreen

Instagram, Facebook

Conclusion: Reels combine the advantages of TikTok videos (speed, entertainment) with the brand advantage of Instagram (existing community, integration into one's profile).

4. Use Cases for Reels in Digital Marketing

a) Product Presentations

Reels can stage new products emotionally – e.g., in 15 seconds with music, cuts, and a wow effect.

b) Behind-the-Scenes

Transparency builds trust. Show your team, processes, or everyday work life.

c) Tutorials & How-tos

Simple instructions, tricks, or tips in a compact form enhance value and promote engagement.

d) Customer Opinions & Testimonials

Show real users sharing their experiences – authentic and credible.

e) Entertainment & Trends

Use viral sounds, memes, or challenges to build reach in an entertaining way.

f) Events & Promotions

Reels are perfect for highlighting upcoming events, discounts, or campaigns.

5. Best Practices for Successful Reels

1. Capture Attention in the First 3 Seconds

Use a strong opening: question, hook, surprise – otherwise, users will swipe away.

2. Use Vertical Format & Fullscreen

Reels should be created in 9:16 format – optimized for smartphones.

3. Text Overlays & Subtitles

Many users watch without sound. Text increases understandability and accessibility.

4. Use Trendy Sounds

Using current music or audio trends can greatly enhance visibility.

5. Include a CTA

Whether "Link in Bio", "Comment Now" or "Save for Later" – Reels should include a call to action.

6. Reuse & Crosspost

Use Reels on TikTok, Facebook, or YouTube Shorts as well – paying attention to platform specifics.

6. Reels and the Algorithm

Instagram favors Reels that:

  • achieve high view numbers and watch time

  • are frequently liked, commented, or shared

  • contain original content (no reposts from TikTok with watermarks)

  • use relevant hashtags

  • are posted regularly (at least 2–3 times a week)

Tip: Publish Reels at times when your target audience is particularly active – this increases the likelihood of viral spread.

7. Reels as Part of the Content Strategy

Individual Reels are good, but a consistent Reels concept is better. This requires:

  • Content pillars (e.g., info, entertainment, brand)

  • Editorial plan with topics and publication dates

  • Recurring formats (e.g., "Friday Facts", "Monday Motivation")

  • CI-compliant design: logo, color world, typography

It is important to connect with other measures – such as email marketing, the website, or e-commerce.

8. Reels Ads: Reels as an Advertising Format

Since 2021, Reels can also be used as paid advertisements. The advantages:

  • Placement in the Reels feed of potential customers

  • Interactive functions remain (like, comment, share)

  • Targeting specific audiences like other Instagram Ads

Ideal for:

  • Building reach

  • App downloads

  • Product launches

  • Event promotions

Keep in mind: The style should appear organic – like a "normal" Reel and not like a classic commercial.

9. Key Performance Indicators (KPIs) for Reels

The most important metrics for evaluating Reels in marketing are:

  • Views – How many times was the video viewed?

  • Watch Time – How long do users watch the Reel on average?

  • Engagement Rate – Sum of likes, shares, comments, saves

  • Follower Growth – Did the Reel bring in new followers?

  • Traffic & Conversions – Does the Reel lead to website visits or purchases?

Tip: Use Instagram Insights or external tools (e.g., Hootsuite, Later) for detailed analyses.

10. Challenges & Tips

❌ Mistake: Appearing Too Promotional

Users expect entertainment. Advertising should be subtly packaged – e.g., in the form of a storytelling reel.

❌ Mistake: No Recognizability

Pay attention to branding elements to link your Reels with your brand.

❌ Mistake: No Consistency

One viral reel doesn’t do much. What matters is regularity and strategy.

✅ Tip: Encourage Reactions

Ask questions, engage the community ("Your turn!", "What do you think?"), encourage interaction.

✅ Tip: Learn from Competitors

Observe successful creators or competitors – what works for them?

Conclusion: Reels – A Must-Have in Modern Marketing

Reels are more than just a trend – they are a powerful instrument in the digital marketing mix. With minimal effort, creative content with high reach can be produced. For businesses and brands, they provide the opportunity to present themselves as approachable, creative, and authentic.

Those who use Reels regularly and strategically benefit from:

  • more visibility

  • higher engagement

  • better customer loyalty

  • modern image

Whether fashion brand, craft business, or software company – Reels work in almost every industry. The prerequisite is a thoughtful concept, continuous implementation, and the willingness to engage with a dynamic format.

Reach

Reach is a central concept in marketing and describes the number of people who are potentially or actually reached by a specific advertising message, post, or campaign. It indicates how many people have perceived a brand, a product, or information – whether through social media, email, websites, print media, or other channels.

One distinguishes between organic reach and paid reach.

  • Organic reach arises from unpaid content, e.g. social media posts, blog articles, or recommendations. It usually grows more slowly, but is often more credible.

  • Paid reach is generated through advertising (e.g. Google Ads, Facebook Ads). It can quickly achieve high reach, but is associated with costs and requires good targeting.

Another important concept is viral reach, where content finds a large, often unexpected distribution through sharing, liking, or commenting. This form plays a significant role in social media marketing.

However, reach alone is not a guarantee of success. Decisive is the qualitative reach – whether the right target groups are being addressed. A post with high reach but without engagement or conversion brings little value. Therefore, reach is often considered together with other metrics like impressions, click-through rate (CTR), or engagement rate.

For companies, the continuous increase of reach is an important goal to build brand awareness, acquire customers, and secure competitive advantages. Strategies for increasing reach include, among others, content marketing, search engine optimization (SEO), influencer collaborations, or targeted advertising campaigns.

In short: Reach is the foundation of every successful marketing communication – but only effective when used purposefully and sensibly.

Responsive

Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.

ROI

ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.

S

Sales Strategy

A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.

Salesforce

Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT) – The Real Product Experience After Purchase

The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.

In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.

Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.

For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.

Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.

Semrush

In today's digital world, it is essential for businesses to be visible online. The competition is fierce, and without an effective search engine optimization (SEO) strategy and paid advertising, potential customers will pass by your website. This is where Semrush comes into play – a powerful all-in-one tool that helps marketers, SEO specialists, content creators, and businesses analyze, improve, and expand their online presence.

What is Semrush?

Semrush is a SaaS platform (Software as a Service) founded in 2008. Originally launched as an SEO tool, Semrush has evolved into a complete marketing solution over the years. The platform offers over 55 tools for various areas of digital marketing, including:

  • SEO (Search Engine Optimization)

  • Content Marketing

  • Competitive Analysis

  • PPC (Pay-per-Click)

  • Social Media Management

  • Market Research

  • PR and Link Building

With a database of over 25 billion keywords, 43 trillion backlinks, and access to data from over 140 countries, Semrush is one of the most comprehensive tools on the market.

Key Features of Semrush

1. Keyword Research

Keyword research is at the heart of any SEO strategy. With Semrush, users can:

  • Analyze search volume, competition, and CPC (Cost-per-Click) for keywords

  • Get keyword suggestions for long-tail keywords

  • Identify questions and related search queries

  • Track search trends over time

Especially helpful is the Keyword Magic Tool, which provides thousands of ideas based on a main keyword – including filters by search intent, language, competition, and more.

2. Competitive Analysis

Semrush allows for deep insights into competitors' strategies. Through the Domain Overview Tool, users can analyze metrics such as:

  • Organic Traffic

  • Paid Traffic

  • Backlink Profile

  • Top Keywords

  • Visibility in Search Engines

This enables quick recognition of how competitors perform in search engines – and which keywords or content work well for them.

3. On-Page SEO and Website Audit

A technically sound website is crucial for good SEO. Semrush offers comprehensive site audits that uncover hundreds of technical errors, warnings, and suggestions, including:

  • Loading Times

  • Broken Links

  • Duplicate Content

  • Meta Tags and Alt Texts

  • Indexing Issues

After the scan, users receive concrete recommendations for addressing the issues.

4. Backlink Analysis and Link Building

Backlinks are a central ranking factor. Semrush analyzes a domain's backlink profile and provides information on:

  • Number and quality of incoming links

  • Referring Domains

  • Anchor Texts

  • New and Lost Links

The Link Building Tool assists in actively building backlinks, e.g., through targeted outreach campaigns.

5. Content Marketing Toolkit

Content marketing is closely linked to SEO. Semrush offers tools to assist in all phases of the content lifecycle:

  • Topic Research: Idea generation based on current trends

  • SEO Content Template: Guidelines for optimal content creation

  • Writing Assistant: Artificial intelligence to analyze text quality and SEO fit

  • Content Audit: Analysis of existing content regarding performance

These tools particularly help content teams create content that appeals to both users and search engines.

6. PPC and Ads Analysis

In addition to organic search, Semrush also supports the optimization of paid advertising. Features include:

  • Keyword Research for Google Ads

  • Analysis of competitors' ads

  • CPC Estimation

  • Ads Preview

  • Creation of Ad Texts

This not only saves budget but also helps target relevant audiences more effectively.

7. Social Media Management

With Semrush's Social Media Toolkit, users can:

  • Plan and publish posts on multiple platforms (e.g., Facebook, Instagram, LinkedIn)

  • View performance data (reach, engagement, follower growth)

  • Compare competitors on social media

Thus, Semrush also offers centralized control for social media activities – directly from the dashboard.

Pricing Models and Target Groups

Semrush offers three main plans:

  1. Pro – for freelancers and small teams

  2. Guru – for small and medium-sized businesses and agencies

  3. Business – for large companies with extensive requirements

All plans provide access to the essential tools but differ in data volume, user count, and advanced features such as historical data or content marketing modules.

A free trial allows interested parties to try Semrush before purchasing.

Advantages of Semrush

  • Extensive Data Base: Very precise and comprehensive SEO and marketing data

  • All-in-One Solution: No need to combine multiple tools

  • Regular Updates: Continuous additions and new features

  • Reliable Support: Tutorials, webinars, help center, and live support

  • Good User Interface: Intuitive and clear, even suitable for beginners

Disadvantages of Semrush

  • Cost: Relatively expensive compared to simple SEO tools

  • Complexity: The array of features can be overwhelming at first

  • Limitations on Lower Plans: Limited number of projects or reports

Conclusion: Who is Semrush Suitable For?

Semrush is suitable for:

  • SEO Professionals and Agencies who need detailed analyses and reports

  • Marketing Teams that want to work cross-channel (SEO, PPC, Social Media)

  • Content Strategists who wish to plan and optimize content based on data

  • Entrepreneurs and Startups aiming to grow strategically and improve their online strategy

For absolute SEO beginners, Semrush may initially seem complex, but with many training materials and its clearly structured setup, onboarding is quite feasible.

Summary

Semrush is much more than a SEO tool – it is a comprehensive platform for digital marketing. With its diverse functions and data sources, it is a valuable companion for anyone looking to be visible and successful on the internet. Despite the price, Semrush offers high value, especially through time savings, efficiency, and well-founded decision-making. Additionally, Semrush is continually being expanded for GEO.

dietz.digital works intensively with Semrush and offers full expertise on all topics related to this tool and opportunities in digital marketing as a Semrush partner.

SEO

SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.

SEO is divided into three main areas:

On-Page SEO

This involves everything that happens directly on the website. This includes:

  • Content: High-quality, relevant, and well-structured content that answers user questions.

  • Keywords: Important terms that users search for are targeted and integrated.

  • Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).

  • Meta Tags: Optimized titles and descriptions that are displayed in search results.

  • Pillar Page: Gateway page for overarching SEO content

Off-Page SEO

This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.

Technical SEO

This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.

SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.

In short:

SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.

Visibility

Visibility – The Key to Digital Success

Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.

A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.

Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.

But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.

Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.

Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.

Master data

Master data is fundamental, long-term valid information that is used in companies to identify and describe objects, people, or processes. It forms the basis for many business processes and remains stable over longer periods of time, in contrast to transactional data. Typical examples of master data include customer data (name, address, contact information), supplier data, product data (description, price, dimensions), or employee master data.

The quality of master data is crucial for the smooth running of operational and strategic business processes. Incorrect, duplicate, or outdated master data can lead to process disruptions, wrong decisions, or economic losses. Therefore, professional master data management is of great importance. It includes the maintenance, validation, standardization, and regular review of the data.

An important component is the unique identification – for example, through customer numbers, material numbers, or employee numbers. This allows data to be systematically collected, processed, and analyzed. Particularly in ERP systems (e.g., SAP), master data plays a central role, as almost all modules access it.

Moreover, master data gains strategic importance through digitalization and automation. They enable personalized offers, data-driven decisions, and optimized supply chains. At the same time, the complexity increases: master data must be consistent across the company and often even uniform internationally.

The maintenance of master data is not only a technical challenge but also an organizational one. It requires clear responsibilities, well-defined processes, and suitable systems. Only in this way can companies ensure that their data foundation remains robust, up-to-date, and usable – a crucial competitive advantage in data-driven markets.

Stories

In a world where users are confronted with thousands of pieces of information every day, it is crucial to create content that captures attention – and holds it. Stories have become one of the most effective formats in digital marketing today. They provide brands with the opportunity to communicate with their audience in an authentic, emotional, and interactive way. Particularly due to their short lifespan and placement at the top of social media apps, they are ideally suited to interact with target audiences on equal footing.

In this article, you will learn how stories work in digital marketing, why they are so effective, and how you can use them strategically.

1. What are Stories?

Stories are short, vertical content (usually videos or images) available on platforms like Instagram, Facebook, WhatsApp, LinkedIn, Pinterest, or TikTok. They typically disappear after 24 hours, but can remain visible longer through features like highlights or saved story archives.

Features of Stories:

  • Duration: typically 15 seconds per segment

  • Format: 9:16 vertical format

  • Content: videos, photos, text, emojis, links, music

  • Function: insights, interaction, entertainment, advertising

  • Platforms: Instagram, Facebook, WhatsApp, LinkedIn, TikTok (similar formats)


2. Why Stories are So Important in Digital Marketing

a) Instant Attention

Stories appear at the top of social media apps and are often viewed by users first – even before the actual feed.

b) Authenticity

Stories often seem more spontaneous and genuine than traditional posts. This builds trust in the brand and creates closeness.

c) Interactive Features

Questions, polls, quizzes, votes, swipe-up links (or link stickers) – all of this promotes engagement and interaction with the community.

d) Urgency Through Time Limitation

The 24-hour availability creates FOMO (“Fear of Missing Out”) – users don’t want to miss anything.

e) Low Production Barrier

Stories don’t need to be perfect – a mobile video is often enough. This lowers the entry barrier for companies and brands.

3. Use Cases for Stories in Marketing

1. Presenting Products

With short clips or boomerangs, products can be shown in everyday situations – ideal for an authentic brand experience.

2. Behind-the-Scenes Content

Show insights into daily work life, production, or events – this conveys transparency and builds trust.

3. Announcements and Teasers

Whether it's a product launch, a new collection, or a discount campaign – stories are perfect for building excitement.

4. Interactive Community Elements

Ask questions, conduct polls, or incorporate quiz stickers – this fosters viewer engagement.

5. Share User Generated Content

Share story contributions from customers (with their consent) to support your brand through real experiences.

6. Story Series or Tutorials

Use multiple slides to tell stories in series form: e.g., “5 Tips in 5 Days,” “Mini Recipe Series,” “Q&A about the Brand.”

4. How to Create Good Stories

a) Strong Opening

The first few seconds are crucial. Use eye-catching colors, surprising statements, or questions to grab attention.

b) Clear Goal

What do you want to achieve? Reach, interaction, clicks? Every story should have a clear goal and a call to action.

c) Don’t Forget Branding

Subtly integrate your logo, brand colors, or fonts into your stories – this increases recognition value.

d) Use Music and Sound Purposefully

Music underscores the emotion of the content. Use suitable sounds or voiceovers to make your content more lively.

e) Vertical Thinking

Stories are mobile-optimized content – so don’t recycle landscape videos. Use the entire vertical format for your content.

5. Story Highlights – Making Content Permanently Visible

Stories can be permanently saved on the profile through highlights. These are perfect for:

  • Answering FAQs

  • Showing product information or categories

  • Making events or campaigns visible in the long term

  • Presenting testimonials and customer feedback

  • Sharing company values or team introductions

Structure your highlights by topics and design them in a uniform style – this makes you appear professional and trustworthy.

6. Measuring Success: Metrics for Stories

The most important metrics for story performance are:

  • Impressions: How often was the story seen?

  • Reach: How many users viewed the story?

  • Responses: Number of reactions via direct message

  • Next Clicks: How many clicked to the next story?

  • Drop-Offs: How many left the story?

  • Interactions with Stickers: Clicks on polls, links, quizzes, etc.

Tools like Instagram Insights, Facebook Creator Studio, or third-party tools like Later, Hootsuite, or Metricool assist in evaluation.

7. Best Practices and Tips

  • Post Regularly, e.g., 3–5 stories per day, to stay in memory.

  • Variety is key: Show different content and use all available tools (stickers, music, text).

  • Storytelling Rather than Advertising: Tell small stories instead of flat advertising messages.

  • Link Smartly: Direct interested parties to the shop, blog, or newsletter sign-up.

  • Use Peak Times: Post at times when your target audience is active.

8. Paid Stories – Advertising in Story Format

In addition to organic stories, companies can run story ads. These appear between other users’ stories and can be targeted.

Advantages of Story Ads:

  • Seamless Integration into user behavior

  • Target Audience Specific Targeting like other Facebook/Instagram campaigns

  • Swipe-Up Function / Link Sticker to the website, landing page, or shop

  • Ideal for quick conversions, awareness, or traffic

It is important that story ads do not look like traditional advertising – they should visually and content-wise align with organic stories.

9. Platform Differences: Stories on Different Networks


Platform

Special Feature

Instagram

Largest reach, many interaction possibilities

Facebook

Similar to Instagram, older target audience

WhatsApp

More private communication, ideal for small businesses

LinkedIn

Less widespread, more for B2B insights (stories function has been discontinued)

TikTok

No classic story format, but similar short formats

Pinterest

“Idea Pins” as story-like content

10. Challenges and Common Mistakes

❌ Too Much Text

Stories are fast-paced – keep text short, clear, and big.

❌ Unstructured Approach

Guide your viewers through a clear story or structure.

❌ Only Advertising

Too many promotional contents can deter viewers. Value is crucial.

❌ No Interaction

Those who do not use polls, questions, or links miss the potential for engagement and conversion.

Conclusion: Stories are More than a Trend

Stories are a central element of modern brand communication. They enable real closeness to the target audience, promote interaction, increase brand loyalty, and can achieve concrete conversions – from website visits to product purchases.

Whether a large corporation or a small start-up: Those who strategically, regularly, and creatively use stories create a strong foundation for sustainable success in digital marketing.

T

Targeting

Of course! Here is a detailed text with around 1,000 words on the topic of Targeting in Digital MarketingThe essence of digital marketing is to deliver relevant content to the right people at the right time. The digital world offers advertisers unprecedented opportunities to specifically and individually address potential customers. This targeted addressing of target groups is called Targeting. It is one of the most important success factors in online marketing – from social ads to search engine ads and display campaigns.

In this article, we explain what targeting means in digital marketing, what forms it takes, how it works, and what best practices companies should consider.

1. What is Targeting in Digital Marketing?

Targeting refers to the precise alignment of advertising measures to specific target groups. It enables marketers to show ads only to users who are highly likely interested in a product or service. The goal is to minimize waste and maximize relevance.

Instead of broadcasting ads indiscriminately, targeting relies on data – for example, demographic characteristics, interests, behaviors, or location. The idea behind it: The better I know my target audience, the more efficient and successful my advertising will be.

2. Why is Targeting So Important?

In today’s flood of information, people are constantly surrounded by content. It is even more crucial to display only relevant content at the right time. Without targeting, companies risk:

  • high waste (target groups outside the area of interest)

  • low conversion rates

  • wasted budgets

  • lost reach

Proper targeting, on the other hand, ensures:

  • higher efficiency

  • better performance

  • personalized user experiences

  • stronger customer loyalty

3. The Main Types of Targeting at a Glance

a) Demographic Targeting

This targets individuals based on classical demographic characteristics:

  • Age

  • Gender

  • Marital Status

  • Income

  • Education

  • Occupation

Example: A baby product brand targets its advertising to women aged 25 to 40.

b) Geographic Targeting (Geo-Targeting)

Target groups are segmented based on their location – from country down to postal code.

Example: A restaurant advertises its lunch specials only within a 5 km radius.

c) Interest-Based Targeting

Platforms like Facebook, Instagram, or TikTok analyze user behavior to draw conclusions about interests.

Example: An online store for sportswear targets its advertising to people interested in fitness, outdoor activities, or running.

d) Behavioral Targeting

Here, data on online behavior is included: visited websites, click behavior, purchase history, app usage, etc.

Example: Someone who regularly reads travel blogs receives ads for flights or hotels.

e) Retargeting (Remarketing)

Users who have previously interacted with a company (e.g. website visit, cart abandonment) are specifically targeted again.

Example: A user forgot a pair of shoes in their cart – later they see an ad for that exact product.

f) Lookalike/Similar Audience Targeting

Based on existing customer data, a "similar audience" is created. These individuals share similar characteristics and behaviors with existing customers.

Example: Facebook finds users who resemble the most loyal customers of an online store.

g) Contextual Targeting

This relates to the environment in which an ad is placed. Ads are shown on pages with specific thematic content.

Example: An insurance provider places its banners on blogs about finance or travel.

h) Device and Platform Targeting

Advertising can be displayed depending on the end device (smartphone, tablet, desktop), operating system, or even browser.

4. Targeting on Different Platforms

► Google Ads

  • Target groups based on keywords, interests, purchase intent, or remarketing

  • Audience segments in the Google Display Network (GDN) or YouTube

► Meta (Facebook & Instagram)

  • Very precise targeting based on interests, behavior, location, age, gender

  • Custom Audiences & Lookalike Audiences

► LinkedIn Ads

  • Specifically for B2B

  • Targeting based on industry, profession, hierarchy level, company size, etc.

► TikTok Ads

  • Target audiences based on behavior, interests, and video interactions

5. Data Protection and Ethical Boundaries

With the increasing use of user data comes greater responsibility. The GDPR (General Data Protection Regulation) in Europe regulates how personal data can be used.

Important points:

  • Consent required for tracking (e.g., via cookie banners)

  • Transparency about stored data

  • Option for data deletion and access

Ethically, it’s important: Targeting must not be discriminatory or manipulative. Also, sensitive data categories such as religion, health, or political views should be handled with care.

6. Challenges in Targeting

❌ Data Quality

Missing or outdated data leads to poor audience targeting.

❌ Over-Targeting

Too many restrictions can severely limit reach and increase costs per click.

❌ Ad Fatigue

If the same target group sees the same ad too often, its effectiveness decreases – maintaining the right frequency helps here.

❌ Dependence on Third-Party Platforms

Apple's iOS tracking restrictions (App Tracking Transparency) and the end of third-party cookies significantly change the targeting landscape.

7. Best Practices for Successful Targeting

Audience Analysis in Advance

Understand your ideal customers – through market research, CRM data, personas, or web analytics.

Testing and Optimizing

Create A/B tests with different targeting options and regularly analyze performance.

Synchronize Content and Targeting

Relevant content is only successful when it fits the target audience. Not only show "who," but also "what."

Cross-Channel Strategy

Utilize different platforms – with specific targeting for each channel.

Respect Data Protection

Ensure transparency and trust – this is also part of sustainable marketing.

8. The Future of Targeting: AI, Data & Privacy

The future lies in Artificial Intelligence (AI) and Predictive Analytics: systems that learn independently from data which target groups respond best to which content. At the same time, awareness of data sovereignty and privacy-by-design is growing.

Future targeting strategies will increasingly focus on:

  • First-party data (e.g., from own apps, stores, or newsletters)

  • Contextual targeting as an alternative to tracking

  • Consent-based models (transparency instead of surveillance)

Conclusion: Targeting is Not a Luxury, but a Necessity

In digital marketing, targeting is an indispensable tool to execute relevant, effective, and efficient campaigns. Those who know and understand their target audience can create personalized experiences, avoid waste, and make the marketing budget go further.

However, targeting is not automatic: it requires good data, strategic thinking, continuous optimization, and ethical responsibility. Then it becomes a true success factor in the digital marketing mix.

TCO

TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.

Template

Templates in Marketing – Efficiency through Structure and Reusability

A template (German: Vorlage) is a pre-made, reusable format that specifies structure, design, and content elements. In marketing, templates serve to standardize processes, save time, and ensure a consistent brand image across all channels.

Templates are used in numerous areas:

  • Email Marketing: Templates for newsletters or automated campaigns enable consistent design and facilitate the production of regularly published content.

  • Social Media: Designs for Instagram posts, LinkedIn graphics, or Facebook banners ensure recognition and save design effort.

  • Landing Pages: Pre-made page layouts with placeholders for headlines, CTAs, and images speed up the creation of campaign-specific pages.

  • Presentations & Pitch Decks: Uniform PowerPoint or Google Slides templates convey brand identity even in internal and external communication.

  • Content Formats: Templates for blog articles, white papers, or case studies help in the consistent structuring of editorial content.

The great advantage of templates lies in their efficiency increase. Teams do not have to start from scratch each time but can rely on proven, tested formats. At the same time, templates ensure that corporate design, language, and tone are adhered to – especially important in larger organizations or with multiple parties involved in the marketing process.

Modern tools like Canva, HubSpot, Mailchimp, or Adobe Express provide pre-made templates or allow creating custom templates and sharing them within the team. It is important that templates should be flexibly adaptable to allow for creative freedom and not come across as impersonal.

Conclusion: Templates are a valuable tool in everyday marketing. They combine efficiency with brand strength – and help maintain quality and consistency across all measures.

Tone of Voice

In today's digital age, where customers are confronted with a flood of information every day, it is no longer enough to simply what a brand says – what matters is how it says it. The so-called Tone of Voice (TOV), or the style or tone of a brand's communication, has become an important tool in marketing. It significantly influences the perception, recognition, and credibility of a brand.

A clearly defined Tone of Voice helps convey the brand identity consistently across all channels, build trust, and connect emotionally with the target audience.

What is the Tone of Voice?

The Tone of Voice refers to the way a brand communicates – both in terms of language and style. It is not about content, but about form. It involves word choice, sentence structure, style, tonality, rhythm, and the emotional level of a message.

Examples:

  • Factual and professional (e.g., for an insurance company)

  • Casual and humorous (e.g., for a start-up)

  • Inspiring and motivating (e.g., for a fitness brand)

  • Luxurious and exclusive (e.g., for a fashion brand)

The Tone of Voice reflects the personality of the brand – and ensures that it appears recognizable and authentic.

Why is the Tone of Voice so important in marketing?

1. Strengthening brand identity

The Tone of Voice gives the brand a distinctive voice. This creates a coherent brand image that is consistent both externally and internally.

2. Audience engagement

A well-chosen linguistic style directly addresses the target audience – emotionally and on an equal footing. It creates closeness, trust, and relevance.

3. Differentiation from the competition

Products and services are often interchangeable – but the tone is not. The Tone of Voice can be a crucial differentiating factor.

4. Trust and credibility

A consistent communication style appears professional and trustworthy. An inconsistent or inappropriate tone, on the other hand, can create confusion and rejection.

Components of a Tone of Voice

A complete Tone of Voice concept includes several levels:

1. Language style

  • Simple or complex?

  • Formal or colloquial?

  • Active or passive?

2. Tonality

  • Warm, friendly, empathetic?

  • Factual, matter-of-fact, informative?

  • Provocative, cheeky, ironic?

3. Attitude and values

  • Optimistic or critical?

  • Approachable or distant?

  • Goal-oriented or inspiring?

4. Typical formulations

  • Which terms are preferred?

  • Are there fixed phrases or claim structures?

  • Which words should be avoided?

Examples of Tone-of-Voice styles

Brand

Tonality

Effect

IKEA

Casual, personal, pragmatic

Customer proximity, everyday friendly

Apple

Minimalistic, clear, inspiring

High quality, innovation

Nike

Motivational, energetic, emotional

Sportiness, determination

Haribo

Childlike, playful, cheerful

Family-friendly, fun-oriented

Volkswagen

Trustworthy, down-to-earth

Quality, German engineering

How to develop the right Tone of Voice?

Developing an appropriate Tone of Voice is a strategic process that involves several steps:

1. Analyze brand identity

What is the brand's mission? What values does it represent? How should it be perceived?

2. Understand the target audience

What language does the target audience speak? How do they communicate in everyday life? What tonality matches their needs and expectations?

3. Compare competitors

How do comparable brands communicate? Where is there potential for differentiation?

4. Define brand personality

It often helps to describe the brand as a person:

  • Would it be more of a creative rebel or a conservative advisor?

  • Would it use informal or formal address?

  • Would it be loud or rather reserved?

5. Formulate Tone-of-Voice guidelines

A Tone-of-Voice-Guide concretely describes how the brand voice expresses itself – with examples, rules, and application guidelines.

The Tone-of-Voice Guide: What should it include?

A good TOV guide typically contains:

  1. Short description of the brand


    • Mission, vision, values


  2. Basic tonal direction


    • E.g., "Our brand communicates directly, emotionally, and motivatingly."


  3. Do's and Don'ts


    • Exemplary formulations

    • Words or stylistic elements to be avoided


  4. Examples for various channels


    • Email communication

    • Social media

    • Website texts

    • Brochures or presentations


  5. Comparisons: wrong vs. right


    • E.g., "Dear customer" vs. "Hello! Nice to see you here."

Tone of Voice in practice

Social Media

Here, a casual, authentic tone is often required. Brands can sound "more human" here – sometimes even with humor or irony.

Customer Support

Empathy and willingness to help are paramount. The tone should be calming, understandable, and solution-oriented.

Email Marketing

Depending on the recipient, the tone can be more personal or formal. A clear, understandable language with direct address is important.

Website and product texts

The Tone of Voice should build trust and reflect the brand values – from the homepage claim to the product description.

Challenges with Tone of Voice

  • Channel dependence: One tone does not fit all platforms equally well. Adjustments are needed without losing the brand voice.

  • Internationalization: The Tone of Voice needs to be localized – cultural differences in tonality and style must be considered.

  • Employee training: Everyone who speaks on behalf of the brand must know and be able to apply the tonality.

  • Authenticity: The tone must not come across as forced or artificial – otherwise, the brand will lose credibility.

Criteria for a strong Tone of Voice

  • Recognizable – one recognizes the brand even without a logo.

  • Consistent – same tonality across all touchpoints.

  • Target audience-oriented – speaks the language of customers.

  • Flexible – adapts to the medium and context.

  • Authentic – appears credible and appropriate for the brand.

Conclusion

The Tone of Voice is much more than a linguistic style – it is an expression of brand personality. In a world where the first impression often occurs digitally, the tone determines whether a brand is perceived, liked, or ignored. Companies that invest in a clear, consistent, and target audience-oriented Tone of Voice not only strengthen their communication – they strengthen their entire brand.

Because people do not just buy products. They buy brands, attitudes, and emotions. And these are transported – alongside images – primarily through language. The Tone of Voice is the voice that brings the brand to life.

Trend analysis

In an increasingly dynamic and digitized world, it is essential for companies to recognize and respond to current developments early on. The trend analysis in marketing serves this very purpose: it identifies, evaluates, and interprets changes in consumer behavior, technological advances, societal trends, and economic conditions. The goal is to make informed strategic decisions, unlock innovation potential, and secure competitive advantages.

What is trend analysis in marketing?

Trend analysis in marketing is a systematic process for observing and evaluating developments that can sustainably influence consumer behavior or the market. These trends can come from various areas, such as technology, society, the environment, the economy, or politics. Unlike short-term fads, marketing trend analyses aim at longer-term, structural changes.

Objectives of trend analysis

The main objectives of trend analysis in marketing are:

  1. Early detection: Recognizing potential changes in the market environment in a timely manner.

  2. Strategic planning: Using trends as a basis for forward-looking marketing strategies.

  3. Innovation promotion: Developing new product and service ideas.

  4. Risk minimization: Avoiding misinvestments through better market understanding.

  5. Customer centering: Deepening understanding of changing needs and expectations of target groups.

Types of trends

Trends can be classified in various ways, particularly by their reach and duration:

  • Megatrends: Long-term, global developments (e.g., digitization, sustainability, urbanization).

  • Macrotrends: Trends affecting several industries or societal areas (e.g., sharing economy).

  • Microtrends: Shorter-term, often industry-specific developments (e.g., the boom of plant-based meat alternatives).

Methods of trend analysis

1. Desk research

The simplest and most cost-effective method is analyzing existing data sources: studies, trade journals, social media, scientific publications, market reports, or trend portals like WGSN or TrendOne. The aim is to gather and condense relevant information.

2. Expert interviews and Delphi method

Engagement with experts and industry insiders provides high-quality insights. The Delphi method – a structured multi-stage expert survey – helps develop consolidated future scenarios.

3. Trend scouting and monitoring

Specialized trend agencies or internal innovation departments specifically observe new developments worldwide – for example, in start-up ecosystems, at trade fairs, or in innovation hubs.

4. Data analysis and AI

Big data and artificial intelligence offer new opportunities to detect patterns in consumer behavior. Tools like predictive analytics, text mining, or sentiment analysis help automatically recognize and evaluate relevant trends. Various tools from different sectors, such as Semrush or Meltwater, support this.

5. Scenario technique

The development of different future scenarios helps companies better assess their strategic options and prepare for possible developments.

Application examples in practice

1. Fashion industry

In the fashion industry, trend scouting is fundamental. Companies like Zara or H&M rely on agile processes to quickly respond to microtrends. At the same time, they observe megatrends such as gender fluidity or sustainability and develop new product lines based on them.

2. Food industry

Changed dietary habits – for example, the trend towards vegan nutrition – lead to the development of new product categories. Brands like Oatly or Beyond Meat are direct results of such market changes.

3. Automotive industry

Trends such as electromobility, autonomous driving, or car-sharing have massively changed the marketing and product strategies of many car manufacturers. Tesla, for example, combines technological trends with a clear focus on sustainability and digital brand management.

4. Tourism industry

Changed travel habits (e.g., sustainable travel, workation trend, digital detox) lead to new offerings and target group approaches. Marketing campaigns are tailored to this, for example, through promoting ecologically responsible travel options.

Advantages of trend analysis in marketing

  • Competitive advantage: Early detection enables first-mover advantages.

  • Customer loyalty: Trends indicate what moves target groups – those who respond remain relevant.

  • Innovative capability: Trend analyses inspire new ideas and disruptive business models.

  • Market understanding: Companies better understand how needs, values, and lifestyles develop.

Challenges of trend analysis

Despite its advantages, there are also challenges:

  • Data deluge: The multitude of information can be overwhelming. Filtering mechanisms are crucial.

  • Uncertainty: Not every trend prevails. Misinterpretations can lead to misinvestments.

  • Short-lived nature: Microtrends become outdated quickly – companies must be agile enough to keep up with the dynamics.

  • Bias: Subjective assessments (e.g., in expert interviews) can lead to distortions.

Integration into marketing strategy

An effective trend analysis does not end with the insights gained but with implementation. Companies should use trends as a starting point for concrete strategic measures:

  1. Product development: New products or services based on current customer needs.

  2. Positioning: Adapting the brand message to societal developments.

  3. Channel selection: Using new communication platforms that are trending (e.g., TikTok, podcasts).

  4. Target group communication: Fine-tuning communication in line with changing values and lifestyles.

Conclusion

Trend analysis in marketing is a central tool for successfully operating in a rapidly changing world. Those who recognize, understand, and strategically use trends create sustainable competitive advantages. It is not just about reacting to changes but about proactive action – companies that shape trends are future-ready.

Trend analysis is not a one-time activity but a continuous process. It requires an open mindset, systematic approaches, and the ability to endure uncertainties. Especially in times of digitization, climate change, and global upheavals, it is more important than ever.

U

UI/UX

UI/UX – User Interface and User Experience in Digital Design

UI (User Interface) and UX (User Experience) are two central concepts in digital design that are closely intertwined but focus on different aspects. Together, they ensure that digital products such as websites, apps, or software solutions are not only functional but also user-friendly and appealing.

UI (User Interface) refers to the user interface – that is, the visual design and interaction elements of a digital product. This includes colors, fonts, buttons, layouts, menus, and icons. The goal of UI design is to create an attractive, intuitive, and consistent interface that reflects the brand identity and facilitates navigation.

UX (User Experience), on the other hand, describes the overall user experience – from the first interaction with the product to the achievement of a specific goal, such as purchasing a product or submitting a form. It is about usability, logic, efficiency, and emotional impact. Good UX design takes into account the needs, expectations, and behaviors of users. It ensures that the use of a digital product is simple, enjoyable, and as seamless as possible.

The collaboration of UI and UX designers is crucial for the success of a digital product. UX designers analyze user needs, create user journeys and wireframes, while UI designers implement these concepts visually. Both disciplines use tools like Figma, Adobe XD, or Sketch for collaborative development.

Thoughtful UI/UX design leads to more satisfied users, higher conversion rates, and stronger customer loyalty. In an increasingly digital world, user-centered design is therefore not a luxury but a competitive factor.

User Experience

User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.

USP - Unique Selling Proposition

In a world full of brands, products, and services, it is becoming increasingly difficult for companies to stand out from the crowd. This is where the USP comes into play – the Unique Selling Proposition or in German: the unique selling point. It describes the feature that makes a product or service unique and sets it apart from the competition. A clearly defined USP is essential for any successful marketing strategy.

What does USP mean?

The term USP (Unique Selling Proposition) was coined in the 1940s by advertising expert Rosser Reeves. He described it as the clear, convincing benefit promise that distinguishes a product from all others. A USP answers the question:

"Why should a customer buy this product – and not another?"

A USP must fulfill three central characteristics:

  1. Uniqueness: The promise must stand out clearly from the competition.

  2. Relevance: It must offer a concrete benefit to the target group.

  3. Communicability: The USP must be easy, clear, and memorable to convey.

The importance of USP in marketing

The USP is the foundation of a company or product's positioning in the market. It helps to:

  • sharpen the brand image,

  • build trust and recognition,

  • clarify the competitive advantage,

  • establish customer loyalty, and

  • formulate marketing messages effectively and purposefully.

Without a clear USP, marketing efforts run the risk of appearing arbitrary or interchangeable.

Examples of successful USPs

1. M&Ms – "Melts in your mouth, not in your hand"

This USP promised a specific functional characteristic that set M&Ms apart from other chocolate candies – and is still memorable today.

2. Apple – "Think different"

Here, the product is not the focus, but rather the attitude. Apple positioned itself as a brand for creative, independent thinkers – with great success.

3. Volvo – "Safety"

Volvo has consistently positioned itself as a manufacturer of safe cars over decades. This USP was credible and decisive for many consumers when making a purchase.

4. Avis – "We try harder"

As the number 2 in car rental, Avis deliberately relied on an emotional USP: We are not the largest, so we have to try harder – which created sympathy and trust.

How to develop a USP?

The development of an effective USP is a strategic process. Here are the key steps:

1. Target group analysis

Understand what the customer really wants. What needs, desires, problems, and expectations does the target group have?

Questions:

  • What problems do my customers have?

  • What drives them to purchase?

  • What are their values and emotions?

2. Competitive analysis

What are competitors offering? Where do they differ? Where are their weaknesses? The aim is to identify white spaces in the market – areas that are not yet occupied.

3. Define your own strengths and values

What makes your company or product special? These can include technical features, quality, price-performance, design, origin, innovation, or service.

4. Check relevance

The USP must not only be unique but also relevant to the target group. A unique selling point that interests no one is worthless.

5. Formulate the USP

The formulation should be simple, concrete, understandable, and concise. Rule of thumb: A USP should be expressible in one sentence – and remain in memory.

Example structure for a USP sentence:

"[Product/Brand] is the only [Category] that offers [Main benefit/Unique Selling Point]."

Example:

"Our toothpaste is the only one with a triple enzyme formula that has been proven to remove tartar before it forms."

Types of Unique Selling Propositions

A USP can refer to various aspects of a product or company:

  1. Product features: e.g., function, quality, design, technology.

  2. Price/performance: Cheaper, better ratio, more benefits per euro.

  3. Service: e.g., fast support, free delivery, individual consulting.

  4. Corporate philosophy: e.g., sustainability, social responsibility.

  5. Emotional aspects: e.g., identification, image, lifestyle.

  6. Customer experience: Unique purchasing experience or customer journey.

USP vs. Positioning

Often, USP and positioning are confused. The difference:

  • USP: Concrete unique selling feature of a product or brand.

  • Positioning: The overall picture that a brand occupies in the customer's mind – to which the USP makes a significant contribution.

A USP is thus a central component of positioning but cannot be equated with it.

Errors in USP development

1. Interchangeability

Many companies claim to offer "best quality" or "excellent service" – this is not credible if it is not measurable and unique.

2. Complicated formulations

A USP must be easily understandable – no jargon or marketing speak.

3. No customer benefit

If the USP does not provide tangible advantages for the customer, it remains ineffective.

4. Contradictory brand messages

A USP must be consistent with the overall brand communication. If the brand image does not fit the unique selling proposition, confusion arises.

USP in the digital age

With digitalization, the rules have changed. Customers can now quickly and comprehensively inform themselves, compare, and evaluate. Therefore, a convincing USP is more important than ever – and must also be visible and experienceable online.

Important aspects:

  • Search Engine Optimization (SEO): The USP should be reflected in meta titles, descriptions, and website texts.

  • Social Media: Through storytelling and content marketing, the USP can be emotionally charged and spread.

  • Customer reviews: The USP must be confirmed in the real customer experience – only then is it credible.

Conclusion

A clearly formulated, relevant, and credible USP is the cornerstone of any successful marketing strategy. In saturated markets, it often is not the "what" that matters, but the "why" – why a customer chooses precisely this product. Companies that succeed in clearly naming their unique selling point and communicating it across all channels differentiate themselves from the competition and create genuine customer loyalty.

In a time when products are often technically interchangeable, the USP becomes the emotional bridge between brand and person. It is the promise that makes the difference – and it must be kept.

If you'd like, I can create a presentation, a PDF, or a one-pager document for you. Just let me know!

W

Advertising contacts

Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.

Advertising effect

Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.

WhatsApp

WhatsApp – The most popular messaging app in the world

WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.

WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.

Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.

For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.

WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.

Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.

WooCommerce

WooCommerce – The flexible e-commerce solution for WordPress

WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.

The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.

A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.

WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.

Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.

For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.

Mundpropaganda

/en/glossar/reachWord of Mouth (WOM) in Marketing – The Power of Word of Mouth

Word of Mouth (WOM), also known as word-of-mouth advertising, refers in marketing to the dissemination of information about products, services, or brands through personal recommendations. In contrast to traditional advertising, WOM is based on authentic, voluntary statements from consumers and therefore enjoys a particularly high level of credibility.

Recommendations from friends, family, or colleagues often influence purchasing decisions more strongly than advertising messages. Studies show that consumers are more likely to trust products or services rated positively by other customers. This form of referral marketing is particularly effective because it is directly based on trust, satisfaction, and personal experience.

WOM can take place both offline (e.g., through conversations) and online (e.g., through reviews, social media, or forums). Especially through social networks, the reach of WOM has significantly increased. A single positive post can go viral and reach a massive audience – just like a negative one.

In marketing, Word of Mouth is strategically used to increase reach and brand awareness. Measures include, for example:

  • Campaigns with influencers or brand ambassadors

  • Customer reviews and testimonials on websites

  • Referral programs with incentives (e.g., discounts)

  • Experience marketing that encourages positive word-of-mouth

The prerequisite for successful WOM is a convincing product or experience. Only those who provide added value will be recommended. Companies should therefore focus on quality, customer satisfaction, and customer service.

WOM is cost-effective, sustainable, and credible – a powerful tool in the marketing mix that contributes to brand building and customer retention in the long term.

WordPress

WordPress – The Leading Content Management System (CMS)

WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.

One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.

WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.

Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.

Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.

In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.

X

XCode

Xcode – The Development Environment from Apple

Xcode is Apple’s official integrated development environment (IDE). It is used to develop applications for iOS, macOS, watchOS, and tvOS. Xcode offers a comprehensive collection of tools that allow developers to create, test, and debug software efficiently.

The IDE includes a code editor, an interface builder for graphical user interfaces (GUIs), a simulator for various Apple devices, as well as extensive debugging and performance analysis tools. Xcode supports programming languages such as Swift, Objective-C, C++, and Python (for supporting tasks).

A central component of Xcode is the Interface Builder, which allows visual editing of user interfaces. Developers can create user interfaces via drag-and-drop without having to dive deeply into code. Especially in combination with SwiftUI, Apple’s modern declarative UI technology, Xcode enables very fast previews and adjustments of apps.

Xcode also includes the iOS Simulator, which allows developers to test their apps on various virtual devices, such as different iPhone or iPad models, without needing actual hardware. This significantly speeds up the development and testing phase.

Another important feature is the close integration with TestFlight and App Store Connect, which streamlines the process from development to the release of an app.

Xcode is free and available through the Mac App Store, but exclusively for macOS. Due to its close integration with Apple’s ecosystem, Xcode is an essential tool for anyone looking to develop apps for Apple platforms.

XML Sitemap

XML Sitemap – Importance and Function

An XML Sitemap is a structured file in XML format that provides search engines like Google, Bing, or Yahoo with an overview of all important pages of a website. The main goal of an XML Sitemap is to help search engine crawlers find, crawl, and index web content – especially when dealing with large, new, or complex websites.

A typical XML Sitemap lists URLs and can contain additional information such as the creation or modification date of a page (<lastmod>), the change frequency (<changefreq>), and the priority of individual pages (<priority>). This information helps search engines better assess the timeliness and relevance of pages.

Example structure of an XML Sitemap:


<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
  <url>
    <loc>https://www.beispielseite.de/seite1</loc>
    <lastmod>2025-04-27</lastmod>
    <changefreq>weekly</changefreq>
    <priority>0.8</priority>
  </url>
</urlset>

XML Sitemaps are particularly important for:

  • Websites with a very large number of pages,

  • new websites with few incoming links,

  • extensive e-commerce stores with frequent content changes,

  • Websites with hard-to-navigate page structures (e.g., dynamic content).

While the Sitemap itself does not directly improve rankings, it ensures that all important pages can be indexed – a fundamental step for good visibility in search engines. It is advisable to regularly update the XML Sitemap and submit it to Google Search Console as well as other search engines.

Y

Yammer

Yammer – The Social Network for Businesses

Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.

The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.

Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.

Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.

Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.

Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.

Yoast

Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.

YouTube

YouTube – The world's largest video platform

YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.

Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.

A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.

For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.

YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.

YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.

In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.

Z

Zapier

Zapier – Automation for the Digital Everyday

Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.

Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.

Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.

The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.

Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.

In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.

Zendesk

Zendesk is a cloud-based customer service platform that helps companies provide efficient and user-friendly customer service. Founded in 2007 in Denmark, Zendesk quickly became one of the leading providers in the field of customer relationship management (CRM). The platform offers a variety of tools to centrally manage inquiries through various channels such as email, chat, phone, social media, and a help center.

A central component of Zendesk is the so-called ticket system. Every customer issue is recorded as a ticket that can be tracked, prioritized, and assigned to individual team members. This allows teams to maintain an overview even with a high volume of inquiries. Automations and macros help reduce repetitive tasks and shorten processing times.

In addition to the classic support module, Zendesk offers other products, such as for sales (Zendesk Sell), knowledge bases (Zendesk Guide), or live chat (Zendesk Chat). Through APIs and integrations with third-party software like Salesforce, Slack, or Shopify, Zendesk can be flexibly adapted to existing IT structures.

A significant advantage of Zendesk is its user-friendliness. The interface is intuitively designed, which shortens the onboarding time. Additionally, Zendesk provides extensive analytics features: dashboards and reports let companies measure and actively improve the performance of their customer service.

Zendesk is suitable for companies of all sizes – from startups to large corporations. Especially in a time when customer satisfaction is a crucial competitive advantage, Zendesk represents a powerful tool to ensure professional, fast, and personalized customer support.

Target groups

Target Audiences in Marketing – The Key to Effective Communication

The target audience is one of the central concepts in marketing. It describes the entirety of individuals or companies that should be addressed with a specific marketing measure. A clearly defined target audience enables companies to tailor their messages, products, and services precisely to the needs and expectations of potential customers – thereby minimizing wastage and increasing the likelihood of success.

Target audiences can be segmented based on various characteristics, such as:

  • Demographic: Age, Gender, Educational Level, Income

  • Geographic: Place of Residence, Region, Country

  • Sociographic/Psychographic: Lifestyle, Values, Attitudes, Interests

  • Behavioral: Buying Behavior, Brand Loyalty, Usage Frequency

In B2B marketing, additional criteria come into play, such as company size, industry, decision-making authority, or technology affinity.

The precise definition of the target audience is the foundation for choosing the right channels, content, tone, and advertising formats. A social media post aimed at young adults speaks a different language than a whitepaper for IT decision-makers in mid-sized companies. Targeted communication increases the relevance of the marketing message – leading to more attention, higher click-through rates, and better conversion rates.

Modern tools like Google Analytics, CRM systems, or marketing platforms like HubSpot help analyze and segment target audiences based on real data. Buyer Personas – fictional, detailed profiles of typical target audience representatives – are also a proven tool for better visualization and strategic alignment.

Conclusion: Those who know and understand their target audience can communicate more effectively, develop products according to demand, and build long-term customer relationships. The target audience is thus not only a strategic starting point but also a lasting focal point of successful marketing efforts.

Zoho

Zoho – The All-in-One Business Software for Companies

Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.

A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.

One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.

Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.

The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.

Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.

Glossary

GLOSSARY

Support

A

Account Management

Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.

Account-Based Marketing (ABM)

Account-Based Marketing (ABM) – Targeted Marketing for B2B Companies

Account-Based Marketing (ABM) is a strategic approach in B2B marketing where individual companies (accounts) are treated as markets. Instead of directing broad campaigns at a large audience, ABM focuses on individually selected, particularly relevant corporate clients. The goal is to develop highly personalized marketing and sales measures for these key customers to optimally exploit their potential.

ABM is particularly effective when it comes to complex, consultative products with long sales cycles and multiple decision-makers – typical for many B2B markets. The focus is not only on a single contact but on the entire buying center within a company.

A successful ABM process begins with the selection of target accounts. Criteria such as company size, industry, revenue potential, or strategic importance play a role. Subsequently, tailor-made content and campaigns are developed – such as individual white papers, personalized landing pages, or exclusive events. Sales and marketing work closely together to deliver coordinated and relevant messages at the right time.

A key advantage of ABM is efficiency: resources are targeted at the most promising customers, which increases the success rate. Moreover, ABM strengthens customer loyalty as communication is precisely tailored to the needs and challenges of the respective company.

Technology also plays an important role – for example, through CRM systems, marketing automation, or personalization tools. Platforms like HubSpot or Salesforce offer special features for implementing ABM strategies.

Overall, ABM enables a deeper customer relationship, higher closing rates, and better ROI – provided it is strategically thought out and consistently implemented. In contrast to this is Customer/Contact Based Marketing (CBM).

ActiveCampaign

ActiveCampaign is a powerful platform for email marketing, marketing automation, and CRM (Customer Relationship Management) that has been specifically designed for small to medium-sized businesses. It enables targeted and personalized customer communication across various channels – all with a high level of automation and efficiency.

The core of ActiveCampaign lies in marketing automation. Users can create so-called automations using a visual editor – processes that are triggered automatically when certain conditions are met. For example, a customer who purchases a product can automatically receive a thank-you email, followed by a series of additional messages tailored to their behavior.

Another key feature is email marketing: With a variety of templates, drag-and-drop editors, and personalization options, professional newsletters and campaigns can be created quickly. The segmentation features ensure that content reaches the right recipients effectively.

Additionally, ActiveCampaign offers an integrated CRM system that supports sales processes and improves customer care. Contacts can be managed, prioritized, and assigned tasks depending on their status in the sales process. This allows sales teams to maintain oversight and respond effectively to leads.

ActiveCampaign is also particularly strong in integration with other tools: It can connect with hundreds of third-party platforms like Shopify, WordPress, Salesforce, or Zapier to optimize workflows.

In summary, ActiveCampaign is a versatile tool that unites marketing and sales on one platform. It helps businesses deepen customer relationships, automate processes, and achieve measurable results – all with the goal of sustainably improving the customer experience.



Add to Basket

"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.

Adobe Experience Manager

Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.

The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.

A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.

Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.

AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.

In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.

Alt Title

An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.

Amazon A+

Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.

Amazon A9

Amazon A9 – The Invisible Force Behind Search Results

Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.

The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.

A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.

Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.

Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.

Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.

Amazon Seller

Amazon Seller – The Independent Seller on Amazon's Marketplace

An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.

Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.

A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.

Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.

However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.

Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.

Amazon Vendor

Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.

AMS

AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.

Android

Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.

API

An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.

Art Director

An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.

Authentication

Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.

B

Backlinks

In digital marketing, backlinks are a central theme – especially in the area of search engine optimization (SEO). A backlink, also called a referrer, is a link from one website to another. In the eyes of search engines like Google, backlinks serve as a trust signal: The more high-quality pages link to a particular page, the more relevant it appears for certain search queries.

However, backlinks are much more than just a ranking factor. They influence visibility, traffic, and ultimately the economic success of a business on the Internet. In this article, we shed light on the role of backlinks in digital marketing, explain how they work, and present effective strategies to build a healthy link profile.

What are backlinks and why are they important?

Backlinks are external hyperlinks that refer from another domain to your own website. They can be roughly divided into two categories:

  • DoFollow Links: These pass what is called link juice, or "ranking power," to the linked page.

  • NoFollow Links: These signal to search engines not to follow the link – they do not directly influence rankings but can still bring traffic.

Search engines like Google use backlinks as part of their algorithm to assess the relevance and authority of a page. A page that is linked to by many reputable domains tends to rank higher in search results.

How search engines evaluate backlinks

Not every backlink is equally valuable. Search engines consider various factors to determine the quality of a backlink:

  1. Authority of the linking page

    Backlinks from established sites like news portals, universities, or government sites are considered particularly valuable.

  2. Relevance of the content

    A link from a thematically related website is significantly more valuable than a link from an irrelevant page.

  3. Anchor text of the link

    The anchor text – that is, the clickable text of a link – gives hints about the content of the target page. Keyword-relevant anchor texts are particularly effective but should be naturally embedded.

  4. Position of the link on the page

    Links that are embedded in the main content of a page are regarded as higher quality than those in the footer or sidebar.

  5. Naturalness of the link profile

    A naturally grown link profile with a mix of different types and sources of links appears authentic. Artificially created link structures or purchased links, on the other hand, can lead to penalties.

Strategies for building backlinks

1. Content marketing

Content is the foundation for sustainable link building. High-quality, useful, or entertaining content is linked to more often. Examples:

  • Infographics: Visually presented data is easily shareable.

  • Studies and statistics: Exclusive data provides high value.

  • Guides and tutorials: Practical content has a high chance of being linked.

2. Guest posts

Writing guest articles for other blogs or expert portals is a tried-and-true method. The article should be high quality and offer real benefits to the reader. The backlink typically occurs in the author profile or in the body text.

3. Broken link building

This involves identifying non-functioning links on other websites. You then offer the website operator a functioning, own resource as a replacement. This is helpful and increases the chances of a backlink.

4. Outreach & networking

Personal contacts and active networking with other website operators, bloggers, or journalists can also help generate backlinks. A personalized, friendly request is generally more successful than mass emails.

5. Directory entries and industry portals

Entries in relevant online directories or industry listings can also bring valuable backlinks – provided they come from reputable sources.

Black Hat vs. White Hat link building

In link building, there are two fundamental approaches:

  • White Hat: Sustainable, rule-compliant methods, such as creating high-quality content or acquiring links through natural linking.

  • Black Hat: Manipulative methods, such as purchasing links en masse, operating link farms, or using automated tools.

Search engines are becoming increasingly better at recognizing unnatural link patterns. The result: manual penalties, drastic ranking losses, or even the deindexing of the affected website.

Analyzing and monitoring backlinks

An effective link profile management is crucial for long-term SEO success. Tools like Ahrefs, SEMrush, Moz, or Google Search Console help analyze incoming links. You should pay attention to the following aspects:


  • Number of backlinks

  • Source of the links (domains/IPs)

  • Distribution of anchor texts

  • Identifying toxic links and possibly disavowing (through Google's Disavow Tool)

Pitfalls and common mistakes

Errors can easily occur during link building, leading to negative consequences:

  1. Links from low-quality pages

    Links from spam sites or untrustworthy domains often do more harm than good.

  2. Over-optimization of anchor texts

    An excessive use of keyword-rich anchor texts appears unnatural.

  3. Unnatural link spikes

    A sudden, massive increase in backlinks can trigger alarm bells with search engines.

  4. Neglecting link diversity

    A healthy mix of DoFollow/NoFollow, various link sources, and types of anchor texts is ideal.

Backlinks in the holistic digital marketing strategy

Backlinks should not be viewed in isolation, but rather integrated into a comprehensive marketing strategy. Combined with high-quality content, technical SEO, social media, and performance marketing, a strong digital presence is created.

Good content helps not only with link building but also with brand building, customer retention, and increasing reach. Backlinks can also bring targeted referral traffic – that is, visitors who arrive at a website through a link.

The future of backlinks in SEO

While Google continuously introduces new factors such as user experience, core web vitals, or AI-based assessments, backlinks still hold significant importance. However, quality is increasingly more important than quantity. The trend is clearly shifting towards thematically relevant, trustworthy, and naturally occurring backlinks.

Conclusion

Backlinks remain a decisive lever in digital marketing – especially in the area of SEO. They strengthen the visibility of a website, bring targeted traffic, and increase trust in a brand or company.

A sustainable link building approach is based on quality, relevance, and authenticity. Companies that invest long-term in high-quality content, good networking, and building a strong brand will also benefit from their backlink profile.

Big Idea

In digital marketing, the term "Big Idea" stands for more than just a good advertising message – it is the central creative concept that makes a brand or campaign unique, memorable, and effective. A successful Big Idea gives digital campaigns a common thread that runs through all touchpoints – from the advertisement to social media to the website or app.

In this article, we explore what a Big Idea means in digital marketing, how it is developed, what its strategic significance is, and how companies can successfully utilize it.

What is a Big Idea?

The Big Idea is the overarching, creative theme of a campaign. It succinctly conveys the brand message in a sharp, emotional, and easily understandable form. It is not just a slogan or visual – it is concept, attitude, and story at the same time.

Characteristics of a Big Idea:

  • Simple and clear: It is easy to understand and reduces a complex message to its essence.

  • Emotionally charged: It speaks to the feelings and values of the target audience.

  • Recognizable and consistent: It can be consistently conveyed across different channels and formats.

  • Inspiring and activating: It encourages action, such as purchasing, sharing, or reflecting.

  • Long-term viable: Ideally, it is suitable not just for a single campaign but can shape the brand for years.

Why is the Big Idea so important in digital marketing?

In the digital world, countless pieces of content compete for attention. Brands must spark interest within seconds. Without a strong guiding idea, campaigns get lost in randomness.

The Big Idea helps to…

  • stand out from the crowd,

  • build an emotional connection with the target audience,

  • create a consistent brand identity across all channels,

  • make campaigns focused and efficient,

  • be quickly recognized.

How does a Big Idea emerge?

The development of a Big Idea does not follow a rigid process, but it is usually based on four central steps:

  1. Market Analysis & Understanding of Target Audiences

The best creative idea is useless if it misses the target audience. Therefore, every development begins with a solid analysis:

  • Who is our target audience?

  • What needs, problems, or desires do they have?

  • What language do they speak – emotional, visual, cultural?

Competitors are also analyzed: What positioning already exists? Where might a possible differentiating feature lie?

2. Define Strategic Guidelines

Here, the strategic positioning of the brand is translated into a creative briefing. Central questions include:

  • What is our core message?

  • What central promise do we give to the customer?

  • What emotion or action do we want to trigger?

This step translates business goals into a creative direction.

3. Creative Idea Development (Ideation)

Now the creative process begins: Brainstorming, mood boards, storytelling approaches, wordplay, visual metaphors – anything goes. The important thing is that the idea emerges from the strategy and is not merely "creative for its own sake".

A good example: The Dove campaign "Real Beauty" is based on the strategic insight that many women feel pressured by unrealistic beauty ideals. The Big Idea: "Beauty is diverse and real" – an attitude that has touched millions worldwide.

4. Testing and Refining

Especially in digital marketing, ideas can be quickly validated. A/B tests, surveys, or focus groups help to check and optimize the resonance of the Big Idea. Important: A Big Idea is not a spontaneous flash of inspiration – it is the result of strategy, creativity, and testing.

Examples of Successful Big Ideas in Digital Marketing

1. Nike – "Just Do It"

One of the most well-known Big Ideas worldwide. Originally intended as a simple call to sport, today it is synonymous with self-overcoming, motivation, and willpower. Digitally, it has been continued with social campaigns, YouTube videos, and influencers.

2. Always – "Like a Girl"

This campaign exposes the prejudice that "like a girl" is something negative. The Big Idea: "We define what it means to be a girl" – strong, brave, and confident. Emotional, socially relevant, virally successful.

3. Apple – "Think Different"

This Big Idea runs through all Apple communication – including digital: Whether product presentations or storytelling on YouTube – Apple shows not only what technology can do but what it stands for: creativity, independence, progress.

Utilizing the Big Idea in Digital Channels

A Big Idea realizes its full impact when implemented uniformly across all channels but adapted to formats:

1. Social Media

Short, emotional, shareable – the Big Idea must translate into snippets, hashtags, stories, or reels. Here, the creative spin that fits the platform counts.

2. Websites and Landing Pages

Here, the idea is deepened. Visuals, headlines, texts, and interactive elements reference the guiding idea and lead to conversion.

3. Email Marketing

Personalized content based on the Big Idea promotes recognition and strengthens brand loyalty.

4. Paid Advertising (Display, Video, SEA)

Whether banner ad or pre-roll on YouTube – the Big Idea ensures that even short advertising materials stick in the mind.

5. Content Marketing

Blog posts, white papers, or podcasts provide depth and context to the idea. Ideal for building thought leadership.

Challenges in Developing a Big Idea

  • Too many stakeholders: Too many opinions can dilute the clarity of the idea.

  • Lacking strategic foundation: Without clear positioning, the creative idea becomes arbitrary.

  • Channel focus instead of brand focus: An idea that works only for TikTok but does not fit the brand is not a true Big Idea.

  • Fear of courage: Big ideas can sometimes be uncomfortable. Courage is a prerequisite for differentiation.

Conclusion: The Big Idea as the Heart of Digital Marketing

In digital marketing, it is no longer just about being visible – it is about being relevant. The Big Idea is the key to this. It succinctly articulates what a brand stands for, what makes it unique, and why it can touch people.

A strong Big Idea …

  • strengthens brand identity,

  • increases emotional brand attachment,

  • enhances campaign effectiveness,

  • creates recognition across platforms,

  • and makes a brand digitally "experiential".

It is not an end in itself but a strategic tool in the fight for attention and significance. In a world where content is swiped, clicked, or ignored within milliseconds, the Big Idea is not just helpful – it is crucial.

Image/Video

In a world where users are confronted with thousands of pieces of information daily, visual communication is becoming increasingly important. Images and videos are now among the most essential tools in digital marketing. They allow companies to evoke emotions, convey complex content clearly, and build a strong brand identity. This article highlights the role of image and video content in digital marketing, their impact, application fields, strategies, as well as challenges and trends.

1. Why visual content is so important

Visual content has significant advantages over plain text:

  • Attention: Images and videos capture attention faster than text. In social media, milliseconds determine whether a post is noticed.

  • Comprehensibility: Complex issues can often be better explained visually, e.g., with an explanatory video or an infographic.

  • Emotional appeal: Images and videos evoke emotions – a prerequisite for messages to stick.

  • Sharing and engagement: Visual content is shared, liked, and commented on much more frequently in social networks than plain text posts.

  • Brand identity: Visual storytelling helps convey brand values and messages and creates recognition.

2. Applications for image and video material in digital marketing

The possibilities for using visual content are diverse. Here is an overview of central application fields:

a) Social Media Marketing

On platforms such as Instagram, Facebook, TikTok, or LinkedIn, images and videos are the central means of communication. Short, engaging clips (“Short Form Video”) dominate the feed, and visual trends like Reels or Stories shape the interaction with the target audience.

b) Content Marketing

Whether in a blog, newsletter, or on the website: images and videos increase reading time, illustrate content, and improve user experience. Particularly popular are:

  • Explanatory videos

  • Tutorials

  • Interviews

  • Behind-the-scenes material

c) E-Commerce

Product images and videos significantly influence purchase decisions. Customers want to experience products in as realistic a way as possible; hence:

  • 360° views

  • Product demonstrations

  • Application videos

  • User-generated content

are strong sales drivers.

d) Advertising (Paid Ads)

Visual ads on Google, YouTube, Facebook, or Instagram achieve higher click rates than plain text ads. Moving images, especially in the form of Video Ads, are increasingly preferred because they convey more information in less time.

e) Email Marketing

In email marketing, images and GIFs also increase attention and click rates. Especially embedded videos (or at least thumbnails with links) improve performance.

3. Strategies for successful use

The use of images and videos should not be arbitrary. A well-thought-out content strategy is crucial:

a) Target audience analysis

Which formats, visual styles, or video lengths appeal to the target audience? A young audience on TikTok reacts differently than B2B clients on LinkedIn.

b) Storytelling

Good visual content tells a story. Whether in an Instagram post or a YouTube spot – storytelling makes the difference between information and emotion.

c) Consistency in brand image

Colors, fonts, image styles, music, and tone should match the brand. A consistent visual language strengthens branding and creates recognition.

d) Mobile First

Since most content is consumed via mobile devices, images and videos must be optimized for small screens – both technically and aesthetically.

e) SEO for images and videos

Visual content can also contribute to visibility in search engines:

  • Alt texts for images

  • Video descriptions and tags on YouTube

  • Transcripts for videos on websites

  • Structured data for better indexing

4. Success factors for visual marketing

For image and video content to reach their full potential, the following factors should be considered:


  • High quality: Blurry or poorly produced content damages brand perception.

  • Relevance: Content must fit the target audience, the channel, and the message.

  • Authenticity: Especially on social media, genuine, spontaneous content often performs better than highly polished advertising videos.

  • Call to Action (CTA): A clear call to action at the end of a video or in the image description increases conversion.

  • Duration: Depending on the platform, the video length should be adjusted (e.g., under 60 seconds on Instagram, longer on YouTube).

5. Challenges and pitfalls

Despite all the advantages, there are also hurdles when dealing with image and video material:

a) Copyrights

The use of third-party images and videos without a license is illegal. Companies should only use their own content or royalty-free media.

b) High production costs

Professional video productions can be expensive and time-consuming. However, solutions like smartphone videos or simple animation tools offer cost-effective alternatives.

c) Algorithm dependency

The success of visual content heavily depends on the platforms' algorithms. What works today may lose reach tomorrow.

d) Accessibility

Not all users can consume visual content equally. Subtitles, audio descriptions, and alternative texts improve accessibility for all.

6. Trends in visual marketing

The field is rapidly evolving. Current trends show where the journey is headed:

a) Short videos & Reels

TikTok, Instagram Reels, and YouTube Shorts show: Short, entertaining videos are the new standard format – especially for young audiences.

b) Livestreams

Live videos create closeness, interaction, and authenticity. They are suitable for product presentations, Q&As, or event coverage.

c) Interactive videos

Increasingly, videos are enriched with clickable elements, polls, or branching decision trees – for more engagement and personalization.

d) Augmented Reality (AR)

Virtual fittings, product placements in space, or filters – AR offers new possibilities for visual brand communication.

e) Artificial Intelligence

AI can assist in video creation, image editing, personalization, and even content generation. Tools like AI-generated speakers or deepfake avatars are increasingly being used.

Conclusion

Images and videos can no longer be imagined without digital marketing. They increase attention, boost interaction, convey messages emotionally, and enhance brand loyalty. However, the key to success lies not only in creativity but also in strategy, understanding the target audience, and technical implementation.

Brands that purposefully use visual storytelling and keep pace with current trends gain a clear advantage in the competition for attention, trust, and conversion.

Buy One Get One Free

BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.

Brainstorming

Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.

Brandbook

Brands are much more than logos or names. They are emotional points of identification, anchors of trust, and distinguishing features in competition. However, for a brand to be perceived consistently, credibly, and recognizably, it requires clear guidelines – the Brandbook. In marketing, the Brandbook (also known as Brand Manual, Brand Handbook, or Styleguide) is a central tool for brand management. It ensures that all internal and external stakeholders understand, design, and communicate the brand in a uniform manner.

What is a Brandbook?

A Brandbook is a comprehensive document that describes the identity, values, rules, and visual elements of a brand. It defines how a brand looks, how it speaks, and how it behaves – across all channels, platforms, and touchpoints. It is aimed at marketing departments, design teams, agencies, distribution partners, and anyone who works with the brand.

The goal is to ensure a consistent brand perception – regardless of who communicates or where communication takes place.

Why is a Brandbook important?

1. Consistency in brand communication

Brands are perceived strongly when they are consistent. A Brandbook prevents inconsistent appearances, incorrect colors, differing tonalities, or misleading messages.

2. Efficiency and clarity

Teams save time and effort because they do not have to start from scratch every time. The Brandbook serves as a reference guide for design, communication, and marketing questions.

3. Professional external appearance

A uniform appearance looks professional, strengthens trust, and increases recognition.

4. Protecting brand identity

The Brandbook protects the brand from being diluted or misrepresented – especially important in franchise systems, partner networks, or international markets.

Contents of a Brandbook

A good Brandbook consists of several parts that cover both the strategic and visual dimensions of the brand. The contents may vary depending on the company but typically include the following chapters:

1. Brand core and positioning

  • Mission: Why does the brand exist? What purpose does it serve?

  • Vision: Where does the brand want to go in the long term?

  • Values: What does the brand believe in? What is important to it?

  • Target groups: Who are the most important customer groups?

  • Brand promise: What does the brand offer to the customer?

  • Competitive advantage (USP): What makes the brand unique?

Example: “Our brand stands for sustainable, stylish fashion at fair prices – for people who want to dress consciously and modernly.”

2. Brand language and tonality

  • Claim / Slogan: A concise expression of the brand promise.

  • Tonality Guide: How does the brand speak? Casual or formal? Emotional or factual?

  • Wording: Which terms and formulations are preferred? Which should be avoided?

Example: “We address our customers directly and kindly - without jargon, but with style and attitude.”

3. Logo guidelines

  • Logo variants: Main logo, sub-logos, monograms.

  • Sizes, spacings, placements: How much space does the logo need?

  • Color variants: When is which logo (colored, black/white, inverted) used?

  • Don’ts: What is prohibited in usage? (e.g., distorting, new colors, inappropriate backgrounds)

4. Color world (Corporate Colors)

  • Primary colors: The main colors of the brand (including color values: RGB, CMYK, HEX, Pantone).

  • Secondary colors: Complementary colors for accentuation.

  • Color contrasts and combinations: Which colors may appear together?

Example: “Our blue symbolizes trust and technology. It must not be altered or replaced with similar shades of blue.”

5. Typography (Corporate Fonts)

  • Main font: e.g., for headlines.

  • Body text font: For long texts.

  • Backup font: For office applications or when the main font is not available.

  • Font style rules: Bold, italic, uppercase, etc.

6. Visual language and visual elements

  • Image style: Authentic, documentary, staged, emotional?

  • Image motives: People, products, environments.

  • Illustrations, icons, graphics: Which styles are allowed?

  • Rules for image editing: e.g., filters, colors, composition.

Example: “Our photos show real situations and people – no staged stock photos.”

7. Application examples

  • Business cards, letterhead, email signatures

  • Social media templates

  • Presentations, brochures, promotional materials

  • Web design and app design

These examples show how the brand should look and feel in practice.

Brandbook vs. Styleguide – the difference

The terms Brandbook and Styleguide are often used interchangeably, but they differ in scope:

  • Styleguide: Typically focuses on visual and design rules (logo, colors, typography).

  • Brandbook: Additionally encompasses brand strategy, tonality, vision, values – thus also the content-strategic dimension.

A Brandbook is therefore more comprehensive than a purely visual Styleguide.

Digital Brandbook

More and more companies are relying on digital brand portals that are available online. Advantages:

  • Always up to date

  • Easy to share with partners or agencies

  • Interactive examples, downloads, and templates integrated

Examples of platforms: Frontify, Bynder, Brandfolder, Canva Brand Hub.

Best practices for a strong Brandbook

  1. User-friendliness: Clearly structured, logically organized, with a table of contents and search function.

  2. Brevity and clarity: No novels, but concise statements with many examples.

  3. Visualization: Many screenshots, templates, and “Do’s & Don’ts”.

  4. Accessibility: All relevant individuals should be able to access it easily.

  5. Regular updates: Brands evolve – the Brandbook should grow with them.

Benefits of a Brandbook at a glance

Benefit

Description

Uniform appearance

Consistent and professional across all channels

Time savings

Clearly defined rules avoid constant questioning

Quality assurance

Prevention of misinterpretations

Efficient collaboration

External partners (e.g., agencies) can start immediately

Stronger brand identity

Clear vision and values strengthen the internal and external brand image

Conclusion

A Brandbook is much more than a design manual – it is the cultural and visual blueprint of a brand. It unites strategy and design, identity and expression. Having a well-thought-out Brandbook not only ensures a consistent brand presence but also fosters emotional attachment to the brand – both internally and externally.

Especially in times of digital omnipresence, fragmented touchpoints, and global brand management, a strong, clearly documented Brandbook is indispensable. It distills brand identity into a clear essence – making it tangible and actionable for everyone.

Bullet Points

Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.

C

CMS

In the digital world, it is essential for companies, organizations, and individuals to manage and publish their content efficiently. This is where Content Management Systems (CMS) come into play. They enable the creation, maintenance, and continuous updating of websites, blogs, shops, and other digital platforms without deep programming knowledge.

1. What is a CMS?

A Content Management System (CMS) is a software solution that allows the creation, organization, editing, and publication of digital content – primarily for websites. The great advantage: the separation of content and technology (code). This allows editors to edit content without having to deal with HTML, CSS, or database connections.

A CMS typically consists of two areas:

  • Frontend: The part of the website that visitors see.

  • Backend: The management interface for editors and administrators.

2. How does a CMS work?

A CMS is modularly built and usually based on server-side programming (e.g., PHP, Python, Java) in combination with a database (e.g., MySQL or PostgreSQL). Content such as texts, images, or videos is stored in the database and dynamically displayed in the frontend via templates.

Typical procedure:

  1. An editor creates a new post via the backend.

  2. The content is stored in the database.

  3. When the website is accessed, the content is displayed via the template design.

  4. Users see the content in the frontend without noticing the underlying technology.

3. Advantages of CMS systems

a) User-friendliness

Even without programming knowledge, content can be edited, pages created, or media uploaded. This significantly lowers the entry barrier.

b) Time savings

Thanks to WYSIWYG editors (“What You See Is What You Get”) and drag-and-drop functions, content can be quickly adjusted.

c) Flexibility

With plugins and extensions, CMS systems can be adapted almost endlessly – from SEO optimization to e-commerce.

d) Multi-user capability

Multiple people can work on content simultaneously, with differentiated roles and rights.

e) Scalability

From a simple blog to a complex corporate site – CMS grow with the requirements.

4. Known CMS systems in comparison

There is a wide variety of CMS systems with different focuses. Here is an overview of the most well-known:

CMS

Description

Target Group

WordPress

Market leader, versatile, huge community and plugin selection

Blogs, SMEs, agencies

Typo3

Very flexible, complex structure, particularly widespread in the DACH region

Large companies, authorities

Joomla!

Middle ground between WordPress and Typo3

Clubs, mid-sized companies

Drupal

Very powerful but technically demanding

Developers, large projects

Contao

Privacy-friendly, structured, ideal for GDPR-compliant websites

Agencies, institutions

Shopware, Magento

Specialized CMS for e-commerce

Online shops

Webflow, Wix, Squarespace

Cloud-based CMS with a focus on design and simplicity

Designers, freelancers, startups

5. Areas of application for CMS

a) Corporate websites

Corporate sites are usually realized with CMS, as they require regular maintenance and involve many stakeholders.

b) Blogs and news portals

Editorial systems for journalistic content almost always rely on CMS.

c) E-commerce

Many online shops use specialized CMS like Shopware, WooCommerce (for WordPress), or Magento.

d) Intranets

Internal platforms for employee communication or knowledge management can also be implemented with CMS.

e) Campaign and event pages

Thanks to quick implementation, they are ideal for time-limited projects or landing pages.

6. CMS in digital marketing

In online marketing, the CMS plays a central role:

a) SEO-friendliness

CMS offer functions for optimizing meta tags, URLs, loading times, mobile design, and structured data – essential for search engine rankings.

b) Content marketing

A CMS allows continuous publishing and updating of content such as blog articles, infographics, or videos.

c) Conversion optimization

Forms, call-to-actions, A/B tests, or dynamic content can be specifically integrated and adjusted.

d) Tracking & analysis

Integrated interfaces to tools like Google Analytics, Matomo, or Facebook Pixel make user behavior measurable.

7. Headless CMS – the modern approach

In addition to traditional CMS, there are increasingly headless CMS like Strapi, Contentful, or Sanity. These fully separate content from presentation.

Advantages:

  • Content can be delivered across channels (website, app, smartwatch)

  • More control over the frontend by developers

  • Ideal for complex, multilingual projects

Disadvantage: Technically demanding and less accessible for editors without a developer team.

8. Security with CMS

Since CMS systems are often targets of cyberattacks, they must be regularly maintained:

  • Updates for core, plugins, and themes

  • Secure passwords and user management

  • SSL certificates and firewalls

  • Backup strategies

Many security vulnerabilities arise from outdated or poorly maintained installations.

9. Challenges in CMS projects

a) Overloading due to plugins

Too many extensions can lead to conflicts, security vulnerabilities, and slow loading times.

b) Dependence on the system

Once made CMS decisions are difficult to revise. A later switch can be expensive.

c) Technical know-how

Despite user-friendliness, maintenance, hosting, security, and performance are often not realizable without expert knowledge.

10. Conclusion

Content Management Systems are the backbone of modern web presences. They allow for efficient and flexible content management, implementation of marketing strategies, and dynamic digital communication. Whether WordPress for a blog, Typo3 for a corporate website, or a headless CMS for an app – the choice of the right system depends on goals, resources, and user requirements.

In the long term, companies that rely on a well-maintained, securely set up, and strategically integrated CMS will benefit. For in the digital age, the ability to deliver content quickly, purposefully, and professionally is a decisive success factor.

Community Management

In a digitally connected world, where customers not only consume but also actively participate in brand communication, community management plays a central role in digital marketing. It is much more than simply responding to comments or moderating discussions – it is the art of listening, responding, and building sustainable relationships with a digital audience.

Professional community management can strengthen customer loyalty, increase brand loyalty, provide valuable feedback, and even contribute to product development. In this article, you will learn what community management is, why it is so important, which strategies have proven effective, and how to successfully integrate it into your digital marketing strategy.

1. What is Community Management?

Community management refers to the creation, maintenance, and governance of online communities around a brand, product, or company. It encompasses all measures that contribute to creating and nurturing an active, loyal, and engaged fanbase.

Community management typically takes place on platforms such as:

  • Instagram, Facebook, TikTok, LinkedIn, X (Twitter)

  • YouTube comments

  • Forums, groups, and Discord servers

  • Blogs or brand websites

Everywhere people publicly or semi-publicly interact with each other and with a brand.

2. Goals of Community Management

Community management pursues both short-term and long-term goals:

  • Strengthening customer loyalty and satisfaction

  • Promoting brand loyalty and word of mouth

  • Building reputation and crisis prevention

  • Generating User Generated Content (UGC)

  • Direct feedback for optimizing products and services

  • Improving the algorithm through high engagement rates

3. Responsibilities of a Community Manager

A community manager is the voice of the brand externally – and at the same time the ear internally. The main responsibilities include:

a) Moderation and Interaction

  • Responding to comments, messages, and mentions

  • Guiding discussions and intervening if necessary

  • Identifying and removing trolls, spam, and toxic behavior

b) Monitoring

  • Monitoring brand mentions online (social listening)

  • Recognizing trends, criticism, or praise

  • Reacting early to potential shitstorms or conflicts

c) Building Relationships

  • Maintaining contact with multipliers, influencers, and power users

  • Appreciating community members, e.g., through comments or features

d) Collecting Content Ideas

  • Deriving ideas for posts, products, or campaigns from feedback and comments

e) Reporting

  • Analyzing engagement rates, response times, and sentiment

  • Creating reports for marketing, product development, or PR

4. Strategies for Successful Community Management

1. Speed Matters

People expect timely responses today – especially for complaints. A response within a few hours (or even minutes) shows appreciation and competence.

2. Tonality: Human and Brand-Consistent

The language of the community should be authentic, relatable, but also brand-appropriate. Depending on the target audience, the use of "you" or "formal you," humor or seriousness may be appropriate.

3. Transparency and Honesty

Publicly admitting mistakes or addressing criticism factually helps to build trust. Communities appreciate openness.

4. Involving the Community

Asking questions, conducting surveys, sharing content, highlighting users – this way, the community becomes part of the brand.

5. Proactive Actions

Not just react, but also proactively set topics: Provide discussion prompts, start stories, moderate live streams, or initiate challenges.

5. Tools and Technologies in Community Management

Various tools are available to support and increase efficiency:

  • Social Media Management Tools: e.g., Hootsuite, Sprout Social, Buffer, Swat.io

  • Monitoring Tools: e.g., Brandwatch, Talkwalker, Mention, Meltwater

  • CRM Integration: Connection with customer data for better personalization

  • Chatbots: For automated standard responses (e.g., to frequently asked questions)

These tools help to reduce response times, maintain an overview, and analyze sentiments.

6. Examples of Successful Community Management

Example 1: 

Deutsche Bahn on Twitter/X

Through humorous, quick, and still informative responses, DB has built a strong online personality – despite (or precisely because of) the often-critical community.

Example 2: 

About You

Through constant interaction on Instagram Stories, incorporating influencers, and personalized responses to comments, the company specifically strengthens its connection with Gen Z.

Example 3: IKEA

With a mix of product advice, creative input, and real listening, IKEA successfully nurtures its community across various platforms – from customer service to inspiration.

7. Challenges in Community Management

❌ Shitstorms and Criticism

Those who are visible are also attacked – especially on social media. Community managers must respond diplomatically, calmly, and solution-oriented.

❌ Lack of Resources

Many companies underestimate the effort required. A large community requires daily maintenance – ideally with trained personnel and clear processes.

❌ Negative Dynamics

Toxic discussion cultures, hate speech, or spam require clear rules (netiquette) and consistent moderation.

8. Community Management and Brand Building

Community management is a direct component of brand identity. The way a company presents itself on social media sometimes speaks louder than any advertising campaign.

A consistent appearance strengthens:

  • Brand Affinity

  • Trust

  • Recognizability

  • Loyalty

Furthermore, a strong community can become a mouthpiece itself: through recommendations, shares, and discussions – effectively serving as free multiplier marketing.

9. Measuring Success

Important KPIs in community management include:

  • Engagement Rate: likes, comments, shares

  • Response Time & Rate

  • Sentiment Analysis: mood of the interactions

  • Community Growth

  • Number of Returning Users

  • User Generated Content (UGC)

These metrics help regularly evaluate and optimize the quality of the relationship with the community.

10. Conclusion: The Community is More Than Just an Audience

Community management is not a "nice-to-have," but a strategically valuable component of digital marketing. It is not just about reacting to comments, but about building real, lasting relationships.

If done correctly, the community becomes a brand ambassador, source of innovation, and customer retention measure all in one. Companies that take their target audiences seriously, listen to them, and communicate on equal footing will secure long-term relevance, trust, and loyalty in the digital space.

Community Manager

A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.

Consent Manager (CMP)

A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.

When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.

CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.

CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.

Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.

Content Manager

A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.

Conversion

Conversion in Marketing – From Prospect to Customer

The term conversion in marketing refers to the desired action of a user, which ideally turns them from a prospect into a customer. This does not always have to be a purchase – filling out a form, subscribing to a newsletter, or downloading a white paper also count as conversions. The key point is: A conversion advances the user one step further in the customer journey.

The conversion rate (CR) measures the percentage of visitors who perform such a desired action, relative to the total number of visitors. It is a central KPI (Key Performance Indicator) for assessing the efficiency of marketing measures – whether on websites, in email campaigns, or in online stores.

Example: If an online store has 1,000 visitors a day and 30 of them make a purchase, the conversion rate is 3 %.

The goal in marketing is to increase this rate through targeted measures. These include:

  • Optimization of User Experience (UX)

  • Clear Call-to-Actions (CTAs)

  • Trust-Building Elements such as customer reviews or quality seals

  • Personalized Content and Offers

  • Fast Loading Times and Mobile Optimization

  • Targeted A/B Testing to compare variants

In performance marketing, a distinction is often made between micro-conversions (e.g., clicks, downloads) and macro-conversions (e.g., purchases, contract signings). Both are important for measuring success throughout the entire customer journey.

Conclusion: Conversion is the goal of every marketing activity. Those who address users purposefully, eliminate barriers, and provide clear added value increase the likelihood that visitors become paying customers – thus sustainably improving the return on investment (ROI).

Cookies

Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.

Core Values

Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.

CRM and CDP

In digital marketing, the ability to recognize and meet customer needs precisely is crucial for sustainable success. Data plays a central role in this – especially when it comes to personalized communication, long-term customer loyalty, and the optimization of customer journeys. Two systems are particularly relevant: the classic CRM (Customer Relationship Management) and the modern CDP (Customer Data Platform).

Although both work with customer data, they differ fundamentally in structure, purpose, and applications. In this article, we take a close look at both systems, compare their functions, and show how they effectively work together in digital marketing.

1. What is a CRM system?

CRM (Customer Relationship Management) is a software solution for managing customer relationships. It helps companies collect, organize, and utilize information about existing and potential customers to improve communication and optimize the sales process.

The key functions of a CRM:

  • Contact management (names, email addresses, phone numbers)

  • History of interactions (emails, meetings, calls)

  • Lead and opportunity management

  • Task and appointment coordination

  • Sales and revenue reports

  • Segmentation of customers

  • Automated email workflows

CRM systems like Salesforce, HubSpot, Zoho, Microsoft Dynamics, or Pipedrive are particularly common in sales and customer service.

2. What is a CDP (Customer Data Platform)?

A CDP is a centralized platform that collects, unifies, and provides customer data from various sources in real-time to create a complete, consistent customer profile (“Single Customer View”). Unlike the CRM, a CDP is primarily designed for marketing purposes – especially for cross-channel personalization and automation.

Functions of a CDP:

  • Data collection from various channels (website, apps, CRM, e-commerce, support, etc.)

  • Unification and cleansing of datasets

  • Creation of individual, dynamic customer profiles

  • Real-time segmentation and updating

  • Integration with external marketing tools (e.g., email, ads, push)

  • Data protection-compliant storage and use of data

Well-known CDP providers include Segment, Tealium, Bloomreach, mParticle, Salesforce CDP, and also HubSpot under certain conditions.

3. The differences between CRM and CDP

Feature

CRM

CDP

Main focus

Management of customer relationships (primarily sales)

Central collection and use of customer data (primarily marketing)

Data sources

Manual entries, email, sales tools

All digital touchpoints: web, app, ads, email, CRM, PoS

Data types

Structured data (name, purchase history)

Structured & unstructured data (behavior, clicks, events)

Target groups

Sales teams, customer service

Marketing teams, data analysts

Real-time availability

Mostly limited

Real-time profiles and segmentations

Integration

Limited data input

Broad API connections, flexible data integration

Personalization

Rather static

Dynamic, cross-channel

4. Why does modern marketing need both?

In the past, a CRM was often sufficient to manage the most important customer relationships. However, in the digital age, users interact on many channels simultaneously – e.g., via social media, websites, apps, emails, or even voice assistants. CRM systems quickly reach their limits here.

The CDP complements the CRM by bringing together customer data across channels and making it usable in real-time. Together, they form the basis for data-driven, highly personalized marketing.

5. Applications in digital marketing

a) Personalized communication

Thanks to the CDP, individual user profiles can be created – for example, based on purchasing behavior, click paths, or product interests. This information flows into personalized newsletters, product recommendations, or advertising campaigns.

Example:

A customer shows multiple interests in running shoes on the website – in the next email newsletter, relevant models and discounts are specifically presented.

b) Omnichannel marketing

CDPs enable a seamless customer journey across various channels. An action in the webshop can immediately trigger a reaction in the app or the email system.

Example:

Abandoned cart → reminder email after 15 minutes → retargeting ad on Instagram after 24 hours.

c) Lead scoring and nurturing

In the CRM, leads are classified by maturity level and linked to concrete actions (e.g., callback by sales). The CDP can refine this scoring with real-time behavior.

d) Automation of campaigns

A CDP feeds automated marketing workflows: welcome journeys, reactivation campaigns, cross-selling – all based on current user behavior.

e) Data-driven decision-making

Marketing teams can conduct A/B tests, analyze target groups, and in real-time recognize which segments respond best to specific campaigns.

6. Challenges and success factors

Challenges:

  • Data silos: When CRM, e-commerce, support, and marketing are not interconnected, data quality suffers.

  • GDPR & data protection: Customer data may only be used with consent. Transparent consents, data minimization, and deletion concepts are mandatory.

  • Technical complexity: Implementing a CDP is complex and requires strategic planning and IT resources.

  • Cross-team collaboration: CRM is often located in sales, CDP in marketing – collaboration is needed here.

Success factors:

Clear data strategy: What data is collected? For what purpose? Who has access?

Transparency towards customers: Data protection compliant and traceable

Integrations: A good CDP can connect with CRM, CMS, shop systems, and analytics tools

Customer centricity: The individual is at the center – not the tool.

7. Practical examples of CRM & CDP in use

► E-commerce providers

  • CRM stores customer data, orders, customer service tickets.

  • CDP links website behavior, cart abandonments, and open rates.

    → Result: Highly personalized product recommendations + targeted retargeting.

► Insurance companies

  • CRM manages existing contracts, consultations, contacts.

  • CDP analyzes web visits, offer calculator usage, campaign responses.

    → Result: Trigger-based advisory emails + individualized offer designs.

► B2B SaaS providers

  • CRM tracks leads in the sales funnel.

  • CDP recognizes which content is being consumed on the website.

    → Result: Sales support with personalized use cases for potential customers.

8. The future: Unified Customer Data Experience

The trend clearly points towards a holistic, data-driven marketing approach, where CRM and CDP are seen not as competitors, but as two sides of the same coin.

In the future, there will be an even stronger focus on:

  • Real-time personalization

  • Predictive analytics

  • AI-based recommendations

  • Consent management and data ethics

Everything will revolve around – all based on an intelligent connection of CRM and CDP data.

Conclusion: CRM & CDP – unbeatable together

CRM and CDP are central building blocks of digital marketing. The CRM ensures long-term, trustworthy relationships with existing customers. The CDP provides the technological foundation for cross-channel, data-driven, and real-time action.

Companies that sensibly link both systems benefit from:

  • Higher customer retention

  • Better campaign performance

  • More efficient targeting

  • Stronger personalization

CRM is the memory of the customer relationship – the CDP is the engine for dynamic, data-driven marketing.

CRO

CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.

CTA

Call-to-Action – a call to click (to take action by the user) on a website or app.

Customer Journey

The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.

Customer-Based Marketing (CBM)

Customer-Based Marketing (CBM) is a marketing approach that consistently places the customer at the center of all strategies and actions. Unlike product- or brand-oriented approaches, CBM fully aligns with the needs, expectations, and behavior of existing and potential customers. The goal is to build long-term, value-creating customer relationships and to maximize the Customer Lifetime Value (CLV).

At the core of CBM is the analysis of customer data. Companies no longer segment their target groups solely based on demographic criteria, but rather on behavioral data, preferences, purchase history, and interactions. This allows for the creation of more precise customer profiles, which serve as the basis for personalized marketing measures – whether through targeted email campaigns, individualized offers, or dynamic website content.

CBM is particularly supported by modern technologies such as CRM systems, marketing automation, data analytics, and artificial intelligence. These enable the collection, evaluation, and derivation of concrete action strategies from large amounts of customer data. Platforms like HubSpot, Salesforce, or Adobe Experience Cloud provide comprehensive solutions for implementing customer-based marketing.

A major advantage of CBM is the higher relevance of marketing communication: customers receive content that is truly tailored to their interests and needs. This increases the likelihood of conversions, strengthens customer loyalty, and reduces wastage in outreach. Additionally, CBM supports the transition from one-time sales to continuous customer relationships.

Ultimately, CBM is not just a marketing concept but a holistic mindset that encompasses all areas of the company – from sales to customer service to product development. In contrast, there is Account Based Marketing (ABM).

CXO

A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.

D

DAM System

Digital Asset Management – Efficient Management of Digital Content

Digital Asset Management (DAM) refers to systems and processes for the central management, organization, and distribution of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitization and growing media volumes, a professional DAM system is becoming increasingly important for companies.

A central goal of DAM is to make digital content efficiently searchable and usable. Instead of searching for files scattered across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, allowing them to be found and used correctly within seconds.

Typical functions of a modern Digital Asset Management system include versioning of files, rights and approval management, search functionalities, integration into existing workflows, and distribution options for different channels. Marketing and creative teams particularly benefit, as campaign materials, brand assets, or product photos are available in a uniform and controlled manner.

In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. Brand perception is also strengthened, as only the most current and approved materials are used.

Whether small businesses or international corporations – a well-implemented Digital Asset Management System creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.

Dark Posts

In the world of digital marketing, personalization is key. Those who want to effectively and specifically address potential customers need tailored content. One method that has gained significant importance in this context is known as Dark Posts. The term sounds mysterious – but behind it lies a powerful tool in social media advertising that offers advertisers maximum flexibility and audience targeting.

In this article, you will learn what Dark Posts are, how they work, what advantages and risks they bring – and how to incorporate them into your digital marketing strategy.

1. What are Dark Posts?

Dark Posts are paid posts (ads) in social networks – especially on platforms such as Facebook, Instagram, LinkedIn, or X (formerly Twitter) – that do not appear organically on the brand's profile. They are invisible to the general public, except for the target audience to whom they are explicitly delivered.

Example:

A company runs three different ads with slightly different text – each aimed at men, women, and a younger audience. These posts do not appear in the public profile but only as specific advertisements in the feeds of the respective target groups.

2. Differences from regular social media posts


Criterion

Organic Post

Dark Post (Ad)

Visibility

Publicly visible on profile

Visible only to target audience

Placement

Feed / Timeline / Profile

Only in target audience's Feed/Stories

Interactions

Publicly visible

Visible only within the ad

Audience Targeting

No or limited options

Very targeted targeting options

Analysis & Optimization

Limited

Complete performance analysis possible

3. Use Cases for Dark Posts

Dark Posts are particularly useful when it comes to audience-specific communication, A/B testing, or specialized campaigns.

a) A/B Testing of Advertising Content

With Dark Posts, companies can test different versions of a text, image, or call-to-action – without overloading the feed with similar posts.

b) Personalized Addressing

With tailored content for different audiences (e.g., men/women, age groups, interests), conversion rates can be increased.

c) Regional Advertising

A restaurant or a local shop can target advertisements for people in a specific radius – without the entire community being aware of it.

d) Retargeting Campaigns

Users who, for example, visited a specific product page but did not make a purchase can be targeted again through Dark Posts.

e) Seasonal or Temporary Offers

Promotions, sales, or events that are only to be advertised for a short time are ideal for Dark Posts.

4. Advantages of Dark Posts

✅ Precise Targeting

Dark Posts allow for extremely fine-grained audience control – by age, gender, interests, location, behavior, and more.

✅ No Feed Chaos

Since posts do not appear on the public profile, many variations can be tested simultaneously without disturbing the brand image in the feed.

✅ Higher Relevance

Personalized ads appear more relevant and increase the engagement rate, leading to better results at lower costs.

✅ Discrete Communication

If someone wants to communicate sensitive offers, exclusive discounts, or limited content only to specific groups, this can be done without public insight.

✅ Easy Evaluation and Optimization

With detailed performance analysis, ads can be quickly and data-driven optimized.

5. Risks and Disadvantages of Dark Posts

⚠️ Lack of Transparency

Since Dark Posts are not publicly visible, they can be badly controlled from the outside. This theoretically leaves room for misleading or manipulative content.

⚠️ Different Messages

When different target groups receive different statements, there is a risk of inconsistencies in brand communication.

⚠️ Labor-Intensive Content Process

Creating multiple variations for different target groups requires more planning, writing, and design resources.

⚠️ Dependence on Platform Algorithms

Like any paid social media strategy, Dark Posts depend on the rules and algorithms of the platform – a change can have significant impacts.

6. How to Create Dark Posts?

Example: Dark Posts on Facebook and Instagram

The creation does not occur directly through the platform app but through the Meta Business Manager.

Steps:

  1. Go to the Facebook Ads Manager.

  2. Select the desired campaign type (e.g., conversions, reach, leads).

  3. Set the target audience, budget, and placements.

  4. Under "Advertisements," you then create the actual Dark Post (with text, image, video, link, etc.).

  5. Important: Do not use as an existing post, but create a new advertisement.

  6. After publication, the post is visible only to the target audience – not on the Facebook/Instagram page.

Optionally, you can conduct previews and tests in the "Creative Hub" beforehand.

7. Practical Example: Dark Post Campaign for an E-Commerce Company

An online fashion store is planning a discount campaign:

  • Target Group A: Women aged 18–30 → Casual look with influencer content

  • Target Group B: Men aged 25–40 → Classic looks with strong visual branding

  • Target Group C: Previous customers → Exclusive 20%-discount

Instead of posting three posts on the public profile, the company uses three different Dark Posts tailored to each group – with individual language, image selection, and call-to-action.

Result:

  • Higher relevance

  • Less wastage

  • Better CTR and conversions

  • No redundancy in the main feed

8. Legal & Ethics

Dark Posts must comply with legal requirements despite their invisibility:

  • Labeling Obligation: Advertising must also be recognizable as such.

  • Data Protection: Targeting options must not be discriminatory or violate data protection regulations.

  • Transparency: Platforms like Facebook now offer a degree of insight into ongoing advertisements via the “Page Info” function – making Dark Posts a bit "less dark".

9. Conclusion: Dark Posts as a Precise Tool in the Marketing Mix

Dark Posts offer enormous advantages in digital marketing – especially when it comes to targeted communication, A/B testing, retargeting, or temporary campaigns. They help minimize wastage, personalize messages, and specifically improve ad performance.

However, companies should use them thoughtfully and strategically. Too much fragmentation of the message or lack of consistency in branding can be counterproductive.

When applied correctly, Dark Posts are a highly effective tool to score with relevant content at the right time and place in the fiercely competitive digital advertising market.

DeepL

DeepL – Intelligent Translations with AI

DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.

The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.

DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.

Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.

For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.

Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.

Demand Creation

Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.

Digital Asset Management System

In an increasingly digital world, the efficient handling of digital content is becoming more important for companies. Digital assets – including images, videos, documents, presentations, audio files, and graphics – are created in large numbers every day. To systematically store, manage, and easily retrieve these contents, more and more organizations are relying on Digital Asset Management Systems (DAM systems).

What is a Digital Asset Management System?

A Digital Asset Management System is a software solution that helps companies centrally store, organize, search for, manage, and distribute their digital content. DAM systems structure the management of media files and ensure that users can access the required files quickly and efficiently at any time.

A typical DAM system enables the tagging of assets, provides them with metadata, allows the management of usage rights, and supports workflows for approvals or versioning.

Main Functions of a DAM System

A powerful DAM system offers a variety of functions that go far beyond mere storage:

  • Centralized Storage: All digital assets are located in one central, structured place. Redundancies are avoided.

  • Metadata Management: Files are equipped with keywords, categories, descriptions, and other metadata that facilitate search and sorting.

  • Fast Search: Search functions by file type, date, creator, keywords, or other criteria enable quick access to relevant content.

  • Versioning: Older versions of an asset are stored, allowing changes to be tracked and previous states to be restored if necessary.

  • Permission Management: User rights can be assigned individually to control access to sensitive content.

  • Integration: Modern DAM systems can be seamlessly integrated with other software solutions such as content management systems (CMS), e-commerce platforms, or marketing tools.

  • Sharing and Collaboration Features: Teams can collaborate on assets, comment on them, and approve them for publication.

  • Reporting and Analytics: Usage data is analyzed to measure the success of content and identify optimization potentials.

Benefits of a DAM System

The implementation of a DAM system brings numerous benefits, both for small companies and international corporations:

1. Increased Efficiency

The central management and powerful search function of a DAM system significantly reduce the time employees need to search for and organize files. Content is available faster, and workflows are accelerated.

2. Consistent Brand Communication

Companies can ensure that all teams worldwide access the current and approved versions of logos, brochures, and marketing materials. This ensures the consistency of brand communication.

3. Security and Protection of Digital Assets

DAM systems offer security mechanisms such as access controls, encryption, and automatic backups to protect valuable company content from loss, misuse, or unauthorized access.

4. Cost Reduction

By avoiding duplicated work, reducing storage space waste, and better reusability of existing assets, a DAM system lowers operational costs.

5. Support for Global Teams

In internationally operating companies, a DAM system allows remote access to required content, thus facilitating collaboration across different locations.

6. Better Use of Media Content

Marketing and creative teams can more easily reuse existing assets and adapt them to new campaigns instead of constantly creating new content. This speeds up time-to-market and optimizes resources.

Typical User Groups of a DAM System

Various departments benefit from a Digital Asset Management System in different ways:

  • Marketing Teams: Use DAM systems to manage campaign materials efficiently, prepare assets for various channels, and optimize workflows for approving new content.

  • Creative Departments (Design, Photography, Video): Use DAM systems to organize and edit large quantities of image and video data.

  • Sales Teams: Access up-to-date product documentation and presentations to serve customers quickly and professionally.

  • IT Departments: Implement DAM systems to optimize storage structures and comply with compliance requirements.

  • Legal Teams: Monitor compliance with usage rights and licenses.

On-Premises vs. Cloud-Based DAM

Depending on their requirements, companies can choose either an On-Premises DAM (local installation) or a Cloud-Based DAM:

  • On-Premises: Data is stored on local servers. Companies have full control over their content but must manage maintenance, updates, and security themselves.

  • Cloud-Based: Data is stored in the cloud and is accessible via the internet. Advantages include easy scalability, lower IT costs, and quick access from anywhere.

Hybrid models that combine the advantages of both options are becoming increasingly popular.

Selection Criteria for a DAM System

When selecting a DAM system, companies should pay attention to the following points:

  • User-Friendliness: An intuitive interface facilitates acceptance within the company.

  • Flexibility and Scalability: The system should be able to grow with the increasing demands of the company.

  • Integration Capabilities: Compatibility with existing tools and systems (e.g., Adobe Creative Cloud, CMS systems) is crucial.

  • Security Features: Data protection and IT security should meet the highest standards.

  • Support and Training: Competent customer service and training offerings support the successful implementation and use.

  • License Costs: Our systems have unlimited users, a clear advantage

Future of Digital Asset Management

The importance of DAM systems will continue to grow in the coming years. Trends such as artificial intelligence (AI) and automation are revolutionizing the way content is managed. AI can already help with automatic tagging, image analysis, or personalization of content. Future DAM systems will be even more interconnected with other business systems, such as Customer Relationship Management (CRM) or Product Information Management (PIM), providing a central platform for all digital content.

Conclusion

A Digital Asset Management System is no longer just a "nice-to-have" but an essential tool for companies that want to efficiently manage their digital content and increase their competitiveness. Choosing the right system, tailored to individual needs, is a crucial step towards better organization, faster market response, and sustainable digital transformation.

Digital Strategy

A digital strategy is a comprehensive plan that helps companies achieve their business goals through the use of digital technologies. This strategy includes the integration of digital solutions into various business processes to increase efficiency, improve customer experience, and gain competitive advantages. Here are the main components and aspects of a digital strategy:

1. Goals and Vision

A successful digital strategy starts with clearly defined goals and a vision. These should align with the company's overall business strategies. Common goals include enhancing customer loyalty, increasing revenue, optimizing operational efficiency, and fostering innovation.

2. Market Analysis and Competitive Research

A thorough market analysis is essential to understand customer needs, current market trends, and competitor strategies. This analysis helps identify opportunities and threats and make informed decisions based on that.

3. Customer Experience (CX)

A central element of the digital strategy is optimizing the customer experience. This includes all interactions a customer has with the company, from the first contact to post-service. Companies utilize digital tools like CRM systems (Customer Relationship Management) to provide personalized and consistent experiences across all channels.

4. Technology and Infrastructure

Selecting the right technology and creating a robust infrastructure are crucial. This includes cloud computing, data analytics, mobile technologies, social media, artificial intelligence, and machine learning. These technologies support the automation of business processes and enable data-driven decisions.

5. Data and Analytics

Data is the heart of any digital strategy. Companies collect and analyze vast amounts of data to gain insights into customer behavior and preferences. With advanced analytics tools, companies can identify patterns, make predictions, and create personalized offers.

6. Digital Marketing

Digital marketing encompasses all marketing activities conducted through digital channels. This includes search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing, email marketing, and online advertising. The goal is to increase the company's visibility, generate leads, and boost sales.

7. Organizational Change and Culture

A digital strategy often requires organizational change. This involves creating a digital corporate culture that is ready to embrace new technologies and learn continuously. Employees need to be trained and empowered to effectively use the new digital tools and processes.

8. Agility and Innovativeness

In a rapidly changing digital landscape, agility is a must. Companies must be able to respond quickly to market changes and develop innovative solutions. Agile methods like Scrum and Kanban help manage projects more efficiently and deliver results faster.

9. Security and Privacy

As the use of digital technologies increases, so does the risk of cyberattacks and data breaches. Therefore, a robust security strategy is essential. This includes the implementation of security protocols, regular security assessments, and compliance with regulations such as GDPR.

10. Measurement and Evaluation

Continuous measurement and evaluation of the digital strategy are crucial to monitor success and make necessary adjustments. KPIs (Key Performance Indicators) and other metrics help track progress and determine the ROI (Return on Investment).

Implementation Examples and Success Stories

Example 1: Digital Strategy, E-commerce Company

A leading e-commerce company could align its digital strategy to enhance user experience through personalized recommendations and an optimized mobile app. By utilizing AI and data analytics, the company can identify purchasing patterns and suggest tailored products, leading to greater customer satisfaction and increased sales.

Example 2: Digital Strategy, Traditional Retail Company

A traditional retail company could leverage digital technologies to develop an omnichannel strategy. This involves integrating online and offline channels to create a seamless shopping experience. Customers can shop online and pick up their orders in-store, increasing convenience and boosting sales.

Challenges in Implementing a Digital Strategy

Implementing a digital strategy can be complex and challenging. Common challenges include:

  • Resistance to Change: Employees and leaders may hesitate to adopt new technologies and processes.

  • Technological Complexity: Selecting and implementing the right technologies can be difficult.

  • Data Security and Privacy: Protecting sensitive data requires constant attention and resources.

  • Lack of Resources: Developing and implementing a digital strategy requires significant financial and human resources.

  • Rapid Technological Changes: Companies need to stay up to date to avoid being overtaken by new developments.

Conclusion

A digital strategy is essential to remain competitive in the modern business environment. It helps companies optimize their business processes, enhance customer experience, and develop innovative solutions. By combining the right technology, data, and an agile culture, companies can effectively achieve their goals and secure long-term success.

Download format

A download format describes the way in which digital content such as files, software, media, or documents are offered for download. The format determines how the downloaded file can be saved, opened, and used. Different download formats are optimized for specific applications, for example, for speed, compatibility, or file size.

Common Download Formats

  • Documents:

    Formats such as PDF, DOCX, or TXT are standard formats for text documents. PDF is particularly popular because it represents content accurately across different platforms.

  • Images:

    Typical formats are JPG, PNG, GIF, or SVG. While JPG is compressed and offers smaller file sizes, PNG and SVG maintain high quality and transparency features.

  • Audio:

    Formats such as MP3, WAV, or AAC are available for music and voice recordings. MP3 is widely used due to its compact size.

  • Video:

    Popular formats are MP4, MOV, and AVI. MP4 is widely used because it allows high quality at relatively small file sizes.

  • Software and Archives:

    Programs are usually offered as EXE (Windows), DMG (macOS), or in archive formats like ZIP or RAR to bundle multiple files efficiently.

Importance of Choice

The choice of the right download format significantly affects usability, compatibility, and download speed. Especially with large files, compression plays an important role in optimizing storage space and loading times. Providers ensure to offer formats that as many users as possible can open without issues.

GDPR

The General Data Protection Regulation (GDPR) – Basics and Significance

The General Data Protection Regulation (GDPR, Ger. DS-GVO) is an EU-wide regulation that has been in effect since May 25, 2018. It governs the processing of personal data by companies, authorities, and organizations within the European Union. The aim of the GDPR is to strengthen data protection and expand the rights of affected individuals.

Personal data are any information that relates to an identified or identifiable natural person – e.g., name, email address, IP address, or location data. The GDPR stipulates that such data may only be processed in a lawful, fair, and transparent manner.

Central principles of the GDPR are purpose limitation, data minimization, storage limitation, integrity, and confidentiality. Companies must be able to demonstrate that they comply with these principles – the so-called accountability. Additionally, the principle of “Privacy by Design and by Default” applies: Data protection must be considered during the development of systems and processes.

Affected individuals have extensive rights under the GDPR, including:

  • Right of access to stored data

  • Right to rectification, deletion (“right to be forgotten”) or restriction of processing

  • Right to data portability

  • Right to object to certain processing, e.g., for advertising purposes

For companies, the GDPR poses organizational and technical challenges. For example, they must document consents, check processors, report data breaches, and maintain records of processing activities. Violations can result in significant fines – up to 20 million euros or 4% of the worldwide annual turnover.

The GDPR has set global standards and emphasizes that the protection of personal data is a fundamental right – particularly relevant in the digital age.

For dietz.digital, the GDPR is an essential basis for daily work. Frequently, questions or ignorance arise that we discuss intensively.

E

Email Newsletter

In times of social media, messenger marketing, and AI-driven advertising, the classic email newsletter may seem almost old-fashioned. But this impression is deceptive: email marketing remains one of the most efficient and direct channels in digital marketing. A well-planned newsletter not only delivers high open rates but also facilitates long-term customer loyalty, targeted personalization, and measurable results – all at comparatively low costs.

In this article, you will learn why email newsletters are so effective, how they can be strategically utilized, which content works, and which tools assist in this process.

1. What is an email newsletter in digital marketing?

An email newsletter is a regularly sent email that delivers relevant information, offers, or content to a defined target audience. In marketing, its primary purpose is to:

  • Inform prospects and customers

  • Build trust

  • Promote products or services

  • Encourage users to take actions (e.g., purchase, sign-up, download)

Newsletters differ from automated transactional emails (e.g., order confirmations) by their content-focused emphasis on added value and relationship building.

2. Why are newsletters so effective?

Despite new channels, email remains one of the most important tools in the marketing mix – and for good reason:

a) Direct channel

Unlike social media, emails reach the recipient's inbox without algorithmic barriers.

b) High ROI

According to DMA (Data & Marketing Association), the return on investment of email marketing exceeds 40 euros per invested euro – significantly higher than other channels.

c) Own distribution list

An email list belongs to the company itself. Unlike followers on other platforms, the contact is sustainably usable.

d) Personalization possible

Email systems allow for precise targeting based on name, interests, behavior, or segments.

e) Automation potential

Once established campaigns can deliver lasting results – e.g., welcome sequences or product series.

3. Types of email newsletters

Depending on the objective, various newsletter types can be distinguished:

► Informational newsletters

Regular updates on a specific topic (e.g., industry news, trends, tips). Goal: retention and expertise building.

► Promotional newsletters

Contain special offers, discounts, or product recommendations. Goal: increase sales.

► Event newsletters

Announce webinars, trade fairs, or online events. Goal: participation and community building.

► Automated newsletters

Part of an automated email sequence, e.g., upon registration, cart abandonment, or product interest. Goal: conversion.

4. Structure and content of a successful newsletter

A good newsletter follows a clear structure and provides the recipient with relevant added value. Here are some essential elements:

a) Subject line

The most important line of the entire email. It determines whether it gets opened.

Tips:

  • Generate curiosity (“5 tips you definitely don't know yet”)

  • Use personalization (“[Max], your update for May”)

  • Brevity and clarity

b) Preheader

The preview line in the inbox – supports the subject line and meaningfully complements it.

c) Greeting & introduction

Personal, direct, possibly with the first name and a friendly tone. Show that you know the reader.

d) Main content

  • Textually and/or visually appealing

  • To the point

  • Value-based (e.g., tips, tools, case studies, discounts)

e) Call-to-action (CTA)

A clear call to action – e.g., “Read now,” “Buy now,” “Register for the webinar.” Don’t overload – one to two CTAs per email are often enough.

f) Footer

With legal information (imprint, privacy policy, unsubscribe link). A mandatory component!

5. Success factors for newsletter campaigns

► Segmentation

Not every recipient is interested in the same thing. Segment by target groups, interests, purchasing behavior, or region.

Example: Customers who have already purchased receive different content than mere prospects.

► Personalization

Use first names, product interests, or previous purchases for tailored content. Tools like ActiveCampaign or Klaviyo make this easy.

► Timing & frequency

Test when your target audience is most active – weekday mornings or weekends? Find the optimal frequency: too often seems annoying, too rarely causes bonds to weaken.

► Mobile optimization

Over 60% of all emails are read on mobile devices. Pay attention to responsive design, short texts, and large CTAs.

► Testing & optimizing

A/B tests of subject lines, CTAs, or sending times help to improve performance.

6. Tools and platforms for email marketing

There are numerous professional tools that make email marketing easier. Here’s a selection:

  • Mailchimp – classic choice for small and medium-sized businesses

  • Sendinblue (Brevo) – GDPR-compliant and versatile

  • Klaviyo – strong in e-commerce (e.g., with Shopify)

  • ActiveCampaign – ideal for automated marketing

  • HubSpot – comprehensive CRM integration

Features offered by these tools:

  • Drag-and-drop editors

  • Templates & design tools

  • Segmentation & automation

  • A/B testing

  • Analysis & reporting

7. Metrics for measuring success

► Open rate

How many recipients opened the email? Guideline: 15–25%.

► Click rate

How many clicked on a link? Guideline: 2–5%.

► Unsubscribe rate

How many unsubscribed from the newsletter? < 1% is uncritical.

► Conversion rate

How many bought, registered, or continued reading after clicking?

Important: Monitor trends and continuously optimize based on this data.

8. Legal: GDPR and double opt-in

Strict data protection regulations apply in email marketing – especially in German-speaking regions.

Mandatory points:

  • Double opt-in procedure: Users must confirm their registration (e.g., by clicking in the confirmation email).

  • Unsubscribe link: Must be included in every email and be easy to use.

  • Data protection and imprint obligation: Both pieces of information must be clearly accessible.

  • Purpose limitation: Explain transparently what data you will use.

Violations can lead to not only warnings but also severely damage user trust.

9. Practical examples of successful newsletters

► E-commerce newsletters

  • Personalized product recommendations

  • Birthday discounts

  • Reminders for cart abandonment

► B2B newsletters

  • Whitepapers & industry analyses

  • Invitations to professional webinars

  • Case studies & references

► Service providers

  • Blog articles with tips & know-how

  • Customer testimonials

  • Calendar booking for consultations

10. Conclusion: The newsletter as digital relationship management

The email newsletter is far more than just a marketing tool – it is a channel for relationship building, trust creation, and long-term brand loyalty. Especially in digital marketing, where users are flooded with information, clear, direct, and valuable communication is essential.

A good newsletter informs, inspires, and activates – turning readers into long-term customers or fans.


Elementor

Elementor – The Page Builder for WordPress

Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.

The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.

Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.

Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.

Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.

Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.

Evalanche

Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.

F

Farmer in sales

Farmer in Sales – The Relationship Manager for Sustainable Success

In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.

A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.

This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.

A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.

Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.

First Moment of Truth (FMOT)

First Moment of Truth (FMOT) – The decisive moment in the purchasing process

The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.

This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).

With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).

For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.

In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.

Focus keyword

A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.

Format adaptations

In digital marketing, it is no longer sufficient to have a strong idea or a high-quality advertisement – what matters is how this idea is adapted to different formats and channels. This so-called format adaptation is a central element of successful campaigns. In a fragmented media landscape with different platforms, devices, and user habits, content must be communicated flexibly yet consistently.

In this article, we explain what format adaptations are, why they are essential in digital marketing, what challenges they bring, and how to implement them strategically and creatively.

What are format adaptations?

Format adaptations (in English content adaptations or creative adaptations) describe the process where a central campaign idea or content piece is adjusted so that it works optimally on different digital platforms.

It's not just about different sizes or layouts (e.g., square vs. vertical), but also about adapting the tone, narrative style, functional logic, and interaction mechanics to the respective platform and target audience.

Example: A 60-second TV spot is cut to 15 seconds for YouTube, transformed into a reel for Instagram, supplemented with user-generated content on TikTok, and turned into a case study video for LinkedIn.

Why are format adaptations so important?

1. Platform-specific user behavior

Each platform has its own dynamics:

  • On TikTok, fast, creative, sound-driven entertainment dominates.

  • On Instagram, visual aesthetics and storytelling in reels or stories are what count.

  • YouTube allows for longer narrative formats.

  • LinkedIn focuses on professional context and informative content.

Those who post the same content 1:1 across all platforms miss out on potential – or get ignored.

2. Optimization of reach and performance

Algorithms favor content that corresponds to the respective format and user behavior. A properly adapted ad or an organic post is played out better, receives more engagement, and reduces media costs.

3. Reuse instead of new production

Clever adaptations can generate dozens of platform-specific contents from a master asset – efficiently, budget-friendly, and sustainably.

Types of format adaptations in digital marketing

1. Visual format adaptations

This is about technical adjustments, e.g.:

  • Aspect ratio: 16:9 (YouTube), 9:16 (Stories), 1:1 (Feed)

  • Resolution: HD, 4K, mobile-optimized

  • Length: 6 seconds (Bumper Ad), 15 seconds, 30 seconds, 60 seconds

  • Text placement: CTA top/bottom, subtitles, animated texts

2. Content adaptations

The core message remains the same, but the content is specifically altered:

  • Shortenings, teaser versions

  • Re-staging of content for a specific target audience

  • Shifts in focus (e.g., from product benefit to image)

Example: A car advertisement is cut for YouTube to be performance-oriented (“Buy now”), while an emotional lifestyle clip is shown on Instagram (“Experience freedom”).

3. Platform-appropriate adaptations

Here, content is adapted to the cultural codes of the platform:

  • TikTok: native challenges, trend language, music integration

  • Instagram: visually appealing, high-quality staging

  • LinkedIn: factual, professionally relevant, with an expert claim

A copy-paste strategy is counterproductive here – users immediately notice when content does not “belong to the platform.”

Challenges in format adaptations

1. Maintaining consistency

The balance between adaptation and brand identity is delicate. Too many variations can dilute the brand, while too little adaptation seems inappropriate or boring. The big idea must remain clearly recognizable – regardless of the format.

2. Resource management

Format adaptations mean effort: different versions, varied requirements, tests. Without good planning and a central content management system, it quickly becomes unmanageable.

3. Technical requirements

Each platform has its own specifications for file formats, lengths, file sizes, and specifications. Mistakes here risk rejections or poor delivery behavior.

Best practices for successful format adaptations

1. Think centrally – implement decentrally

A strong big idea is at the center. It is defined in a master asset (e.g., a main video, key visual, or text) and then professionally transformed into different formats – each adapted to the channel.

2. Modular structure of campaign assets

In content production, it should be thought of modularly from the start: scenes, headlines, visuals, CTAs – everything should be flexibly combinable. This allows for efficiently generating different variants.

3. Content routes for different personas

Not every target audience uses each platform equally. It is worthwhile to develop target group-specific adaptations – both visually and tonally. A young audience reacts differently than a B2B executive.

4. Dynamic Creative Optimization (DCO)

Technologies like DCO enable automated adaptations in real-time – depending on user profile, location, or device. Especially relevant in performance marketing and programmatic advertising.

5. Testing & iteration

A/B tests of different formats help find the optimal output. Insights from one channel can help optimize others.

Tools and workflows for support

  • Canva & Adobe Express: For quick format adjustments (especially social media)

  • Figma & Sketch: For UI designs and variants for web formats

  • After Effects & Premiere Pro: For video adaptations

  • Celtra, Smartly.io, Adverity: For automated adaptations and execution

  • Content platforms like Bynder, Frontify, or Monday: For planning and versioning

Examples from practice

1. Coca-Cola – “Share a Coke”

This campaign was staged differently across all channels: print with personal names, social media with user-generated images, display with dynamic personalizations – always the same idea but tailored to different formats.

2. Spotify – “Wrapped”

Spotify uses the same user data to create different formats: vertical stories on Instagram, shareables for Twitter, individual slideshows in the app – optimally adapted to users and platforms.

3. McDonald's – TikTok vs. YouTube

While YouTube spots are more storytelling-driven (e.g., with celebrities or product stories), TikTok content is snackable, with challenges and viral sounds – the same campaign, but staged culturally differently.

Conclusion: Format adaptations as the key to successful digital marketing

The variety of digital platforms and devices forces brands to design content flexibly – without losing their identity. Format adaptations are not merely a necessary exercise, but a strategic success factor.

When implemented correctly, they allow for:

  • better relevance for the respective target audience,

  • greater efficiency in content production,

  • more engagement and conversion,

  • stronger brand coherence in a fragmented world.

In a time when content is consumed everywhere and at any time, the ability to adapt a central message specifically, creatively, and data-driven is one of the most important competencies in digital marketing.

If you’d like, I can create a checklist, a tool comparison, or a specific template for format adaptations based on this text. Just let me know!

Cutout

A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.

Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.

Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.

The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.

In summary:

A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.

G

Gateway

Gateway – Interface between Networks

A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.

A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.

In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.

Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.

Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.

In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.

GDSN

GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.

Generative Engine Optimization (GEO)

With the rapid rise of generative AI models like ChatGPT, Google Gemini, and Perplexity, the way people search for information online is fundamentally changing—and how content must be made discoverable. While traditional search engine optimization (SEO) primarily focuses on Google search results, Generative Engine Optimization (GEO) is aimed at visibility in generative AI systems. GEO is a new and dynamically evolving field that companies, content creators, and brands can no longer ignore if they want to remain visible in the long term.

What is Generative Engine Optimization (GEO)?

Generative Engine Optimization (GEO) refers to the strategic optimization of content with the goal of being preferentially cited, mentioned, or recommended by generative AI systems. Unlike traditional search engines, where ranking occurs on a results page, these systems generate answers directly to user queries. Therefore, GEO addresses the question:

How do I ensure my content appears in the answers of chatbots and AI assistants?

This requires a deep understanding of how language models process content, utilize sources, and what criteria they use to select information.

Why GEO is becoming increasingly important

1. Changing search behavior

More and more people are using AI-assisted tools instead of traditional search engines. Questions like “What is the best coffee machine under €200?” or “How do I apply for a student visa in Canada?” are increasingly posed to chatbots—and these provide direct, summarized answers, often without referencing a Google results page.

2. Declining click-through rates in traditional search results

Google is already integrating AI-generated answers into the search (“AI Overviews”). This means that even if your website ranks number 1 on Google, it can be bypassed if the generative answer provides all necessary information. GEO aims to be integrated into these answers themselves.

3. Growing number of “Answer Engines”

Besides ChatGPT and Google Bard (Gemini), there are more and more specialized generative platforms (e.g., Perplexity, You.com, Claude, Neeva). GEO ensures that your content also gains attention there.

How do generative models work and what does this mean for GEO?

Generative AI models like GPT-4, Claude, or Gemini are based on billions of parameters and have been trained on vast amounts of text. They generate responses based on probable text continuations, supported by an internal “knowledge graph.”

They rely on two types of information:

  1. Training Data – Content that has been integrated into the model (static, mostly not up to date)

  2. Retrieval-Augmented Generation (RAG) – Models connected to search systems or plugins that fetch current information from the internet (e.g., ChatGPT with browsing function)

GEO aims to be present in both training and retrieval processes.

GEO vs. SEO: The key differences


Aspect

SEO

GEO

Target platform

Google, Bing, Yahoo

ChatGPT, Gemini, Claude, Perplexity etc.

Optimization goal

Ranking on results pages

Integration into generative answers

Ranking factors

Backlinks, keywords, page speed

Authority, clarity, structure, citability

Output

List of links

Direct answer in natural language

Metrics

Click rate, position, dwell time

“Named mentions,” answer mentions


Strategies for successful GEO

1. Provide clear, citable information

AI models love structured, precise, and factually correct content. GEO-relevant content:

  • provides clear answers to frequently asked questions

  • includes well-structured sections and headings

  • utilizes lists, tables, bullet points

  • defines terms clearly and completely

2. Build expertise and authority

Generative systems prefer content from reliable sources. Relevant signals include:

  • Mentions on trusted websites

  • References in scientific or governmental contexts

  • Author profiles with subject relevance (E-A-T principle: Experience, Authoritativeness, Trustworthiness)

3. Use of “Machine-readable Content”

Structured data formats such as:

  • Schema.org markup

  • JSON-LD

  • Open Graph Tags

allow machines to better understand and correctly assign content.

4. AI-friendly language and formats

Since AI has been trained on large amounts of human language, a generative wording style helps:

  • Use understandable language, avoid jargon overload

  • Avoid “keyword stuffing” in favor of natural text flows

  • Explicitly state frequently asked questions and their answers (“FAQ style”)

5. Timeliness and indexing

Ensure that:

  • your content is regularly updated

  • your website is publicly accessible and can be indexed by crawlers

  • ideally, you also appear in third-party sources (e.g., Wikipedia, specialty portals)

GEO tools and metrics

As GEO is still a young field, there are no standardized tools—but initial tools and methods are emerging:

Possible Tools

  • Perplexity AI: Which sources are being cited?

  • ChatGPT Advanced Data Analysis: Check your own texts for “AI compatibility”

  • Search Engine Simulators: Simulate how generative models respond

Relevant metrics (forward-looking)

  • Mention Rate” – how often is your brand/website mentioned in generative answers?

  • Answer Visibility Score” – how present is your domain in AI answers?

  • Citable Content Coverage” – how much of your content is clearly citable?

Risks and challenges of GEO

1. Lack of transparency

Generative AI does not always display its sources—making it difficult to accurately measure how successful GEO strategies are.

2. Delayed impact

Even if you optimize content, it can take weeks for AI models to “see” or use it—especially with models that have static knowledge.

3. Copyright issues

If AI uses your content, the question arises: Will it be cited correctly? Will intellectual property be respected?

GEO in practice: Application examples

Example 1: Travel provider

A travel provider wants to appear in ChatGPT for questions like “What are the best activities in Mallorca?”. Through GEO-strategically formulated articles with lists, tips, and real experiences, it manages to be cited as a source in AI answers.

Example 2: SaaS company

A B2B software company regularly writes explanatory content about IT security standards. Thanks to clearly structured texts, good indexing, and semantic readability, it is more frequently used as a source by generative systems.

Conclusion: GEO is the new SEO

Generative Engine Optimization is not a short-term trend, but a structural change in how content is found on the internet. Those who create content today must not only think of Google— but of a variety of generative systems that increasingly focus on the direct answering of user questions.

Early GEO strategies provide companies with a decisive competitive advantage: Those who appear in AI answers will be more visible than those who only appear in traditional search results. GEO is the new elite class of visibility—for content that is to be understood by both humans and machines.

GitLab

GitLab is a web-based DevOps platform that originally started as a Git repository manager but has evolved over the years into a comprehensive solution for the entire software development and IT operations lifecycle. It allows teams to centrally and efficiently manage the complete lifecycle of software projects—from planning to developing, testing, delivering, and finally operating. With its open-source core and a wide range of features, GitLab has established itself as a strong alternative to GitHub, Bitbucket, and other tools.

We actively use it at dietz.digital as a software development tool and ticket system, which is why a longer article is available at this point.

1. Origin and Development

GitLab was founded in 2011 by Dmitriy Zaporozhets and Valery Sizov in Ukraine. The idea was to create a self-hosted Git management tool that is free and open-source. Git itself is a distributed version control system developed by Linus Torvalds—GitLab builds on this system and expands it with a variety of features that are essential for modern software development.

Today, GitLab is available in several versions:

  • GitLab Community Edition (CE) – the open-source version

  • GitLab Enterprise Edition (EE) – with advanced features for large enterprises

  • GitLab.com (Cloud) – a SaaS version hosted by GitLab Inc.

2. Main Features

GitLab offers numerous features that are divided into six core DevOps phases:

1. Plan

GitLab provides integrated project planning features, such as:

  • Issue Tracking

  • Milestones

  • Epics

  • Roadmaps

  • Kanban Boards

These tools allow teams to organize their work and prioritize tasks—all within the platform without needing to rely on external tools.

2. Create

The heart of GitLab is the Git repository. Developers can version, manage, and collaborate on their code here. Other important features:

  • Merge Requests (similar to Pull Requests on GitHub)

  • Code Reviews and Inline Comments

  • Branch Protection Rules and Access Controls

  • Web-based Editor

  • Snippets (sharing code snippets)

3. Verify

In this phase, GitLab supports automated testing and static code analysis. Continuous Integration (CI) is a central component:

  • GitLab CI/CD with .gitlab-ci.yml configuration files

  • Pipelines that automatically start with each commit

  • Integration of Unit Tests, Build Processes, and Code Linting

  • Parallel Jobs and Dependencies

4. Package

GitLab supports its own package registries:

  • Container Registry (Docker Images)

  • Maven, npm, NuGet, and other package formats

  • Package management directly in the project context

5. Release

Here, GitLab can automate deployments:

  • Continuous Delivery (CD)

  • Canary Releases, Rollbacks, Blue-Green Deployments

  • Deployment Tags

  • GitOps Integration with Kubernetes

6. Configure & Monitor

GitLab can manage infrastructure code and monitor systems:

  • Infrastructure as Code (e.g., with Terraform)

  • Kubernetes Integration

  • Monitoring with Prometheus and Grafana

  • Incident Management

GitLab CI/CD in Detail

A particularly noteworthy feature is GitLab CI/CD. This pipeline automation allows teams to fully automate the build, test, and release processes. CI/CD configuration is done through a YAML file in the project directory. Jobs can be executed sequentially or in parallel as needed. Runners (agents) perform these jobs, either on the GitLab infrastructure (in the cloud) or on their own servers (self-hosted).

Typical process:

  1. Developer pushes code

  2. GitLab starts a pipeline

  3. Jobs are executed (Build, Test, Analyze)

  4. On success: automatic delivery or manual approval

Security and Compliance

Security is an integral part of GitLab. Even in the free version, basic security features are available:

  • SAST (Static Application Security Testing)

  • DAST (Dynamic Application Security Testing)

  • Dependency Scanning

  • Secret Detection

  • Container Scanning

  • License Compliance Management


These functions help to identify security issues early in the development process.

Benefits of GitLab

Unified Platform: GitLab combines features that are often only available through a combination of multiple tools from other providers.

Open Source: The Community Edition is freely available and is actively developed.

Self-Hosted or Cloud: Companies can run GitLab themselves or use it as SaaS—depending on security and data protection requirements.

Strong Automation: The CI/CD functions are among the most powerful on the market.

Scalability: From small startups to large corporations, GitLab can be scaled.

Challenges and Criticisms

Despite its strengths, there are also challenges:

  • Complexity: The multitude of features can be overwhelming for beginners.

  • Performance with Large Repositories: In very large projects, misconfiguration can lead to performance issues.

  • User Interface: Not every user finds the UI intuitive—especially when compared to GitHub.

  • License Model: Some key features (e.g., advanced security scans or cluster management) are only available in the paid Enterprise version.


Comparison with GitHub and Bitbucket

While GitHub is more geared towards open-source communities and has a larger user base, GitLab excels with its CI/CD integration and "Single Application" approach. Bitbucket, on the other hand, is deeply integrated with other Atlassian products like Jira, making it attractive for Jira users.

In brief:

  • GitLab: All-in-one platform, ideal for DevOps

  • GitHub: Focus on developer community, large reach

  • Bitbucket: Strongly integrated into the Atlassian ecosystem

Areas of Application

GitLab is particularly suitable for:

  • Software development projects of any size

  • DevOps teams that value automation and transparency

  • Companies with high security needs

  • Universities and educational institutions that work collaboratively

  • Open-source projects thanks to free hosting options

Conclusion

GitLab is much more than just a Git repository manager—it is a fully-fledged DevOps platform that covers the entire lifecycle of software development. With its broad range of features, high customizability, and strong automation, GitLab is one of the most powerful tools in modern software development. Although it requires some onboarding time, it offers enormous benefits to both small teams and large companies in the daily development process.

An alternative to GitLab is also Jira.

Google Ads

As a Google partner, we provide various clients with comprehensive ad strategies. An indispensable part of this is Google Ads. Below, we want to show you the essential parameters of Google Ads. But beware: using Google Ads correctly is complex, time-consuming, and must remain constantly in management, that is, daily.

Nevertheless, it is important, even though we as an agency implement it, to understand a bit more about how Google Ads work. Google Ads are not a competitor to SEO or GEO; they are always an addition and are part of the media plan.

There are significant differences in the use of campaign types. Therefore, it should be mentioned here that a digital strategy is needed to know exactly how budgets and messages can be utilized optimally and efficiently.

Please feel free to contact us.

What is Google Ads?

Google Ads (formerly known as Google AdWords) is Google's advertising platform that allows businesses to run paid ads in Google search results, on YouTube, in Gmail, and throughout the Google Display Network. It is one of the most effective and widely used forms of online marketing, as it enables targeted advertising that is displayed precisely when users search for specific information, products, or services.

Google Ads is based on an auction model and the so-called Pay-per-Click (PPC) principle: advertisers only pay when a user actually clicks on their ad.

How does Google Ads work?

The Google Ads system is designed to show highly relevant ads to users who make a specific search query or surf on certain websites. The most important components are:

  1. Keywords Advertisers define keywords that should trigger their ad to appear when a user enters them. These keywords should match the offer and reflect search intentions.

  2. Ad auction For every search query, Google decides within milliseconds which ads will be displayed. This decision is based on a mix of bid amount, quality score, and expected click-through rate.

  3. Quality score The quality score is a metric calculated by Google ranging from 1 to 10 based on the relevance of the ad, the user experience on the landing page, and click-through rate (CTR).

  4. Ad formats Google Ads offers various formats:


    • Text ads in Google search

    • Display ads (graphics) on partner websites

    • Shopping ads for e-commerce

    • Video ads on YouTube

    • App advertising in the Google Play Store and other channels

Benefits of Google Ads

  1. High reach Google processes several billion searches daily. With Google Ads, one can be specifically visible when potential customers search for solutions.

  2. Targeted advertising Users can be segmented by location, language, device, interests, age, and much more. This means: Ads are only shown to those who are genuinely relevant.

  3. Quick results Unlike search engine optimization (SEO), where results can take weeks or months, Google Ads has an immediate effect once the campaign is activated.

  4. Full cost control Advertisers set a daily or monthly budget. There are no minimum costs, and you only pay for actual interactions (clicks).

  5. Measurability and optimization With Google Ads, all metrics such as clicks, impressions, conversions, cost per conversion (CPA), and return on ad spend (ROAS) can be measured and analyzed precisely.

Best practices for successful Google Ads

  1. Conduct keyword research intensively Use tools like the Google Keyword Planner to find relevant search terms that show both search volume and purchase intent.

  2. Clearly structure campaigns and ad groups A clean structure helps to target budgets effectively and analyze the performance of individual areas.

  3. Regularly test ad texts Use different variants (A/B testing) to find out which formulations achieve the best click-through rate.

  4. Optimize landing pages The page that is clicked on should match the ad text, load quickly, be mobile-friendly, and contain clear calls to action.

  5. Set up conversion tracking Only those who know which ads lead to sales or leads can manage their campaigns sensibly.

  6. Use negative keywords Avoid unnecessary expenses by excluding terms that do not match your offer.

Common mistakes with Google Ads

  • Too broad keywords: This leads to too much scatter loss and high costs without conversions.

  • Missing segmentation: Without audience settings, the budget often goes to waste.

  • No optimization: Campaigns that are set up once and never adjusted rarely perform well.

  • Poor ad quality: Irrelevant or boring ads get few clicks and lower the quality score.

Budgeting and costs

The costs for Google Ads are flexible. Billing is usually done via Cost-per-Click (CPC). The average CPC values vary significantly by industry, competition, and keyword:

  • Low CPCs: from €0.10 (e.g., in niches)

  • High CPCs: over €5 (e.g., in finance or insurance)

It's important to note that the highest bidder does not automatically win – the quality score plays a crucial role as well.

Google Ads vs. SEO

Criterion

Google Ads

SEO

Visibility

Immediate after campaign launch

Long-term buildup

Costs

Ongoing costs per click

No click costs, but effort for content

Control

High control, precise targeting

Less flexible

Sustainability

Only as long as budget is available

Sustainable visibility

Both methods have their justification and work particularly effectively in combination.

Conclusion

Google Ads is an extremely powerful tool for businesses of all sizes to reach their target audiences specifically, measurably, and scalably. It offers flexibility, control, and immediate visibility – provided that one approaches it strategically. Continuous optimization, data-driven decisions, and a good balance between ad texts, keywords, and landing pages are key to success.

Whether you want to generate leads, sell products, or build your brand – with Google Ads, you can efficiently pursue your goals. But as with any marketing channel, it holds true: Success does not occur automatically but is the result of careful planning and constant optimization.

H

Holistic

Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.

HubSpot

HubSpot is a comprehensive, cloud-based platform that helps businesses optimize their marketing, sales, and customer service processes. HubSpot is particularly well-known for its approach to inbound marketing – a method aimed at attracting customers through useful content and personalized communication rather than interrupting them with traditional advertising. Since its founding in 2006, HubSpot has evolved from a pure marketing tool into a versatile business platform used worldwide by startups to large corporations.

1. The History of HubSpot

HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah. The two recognized that traditional marketing methods – such as cold calling or mass messaging – were losing effectiveness. Instead, they wanted to help companies engage with customers in a new way: through helpful content that is available exactly when the customer needs it.

This idea was the starting point of the inbound marketing concept – and the beginning of HubSpot. The company grew rapidly and continually developed its platform. Today, HubSpot is one of the leading providers of CRM software globally and is listed on the New York Stock Exchange (NYSE).

2. The HubSpot Product Range

HubSpot consists of several integrated "hubs" that can be used individually or combined depending on needs:

a) Marketing Hub

The Marketing Hub is the centerpiece for inbound marketing activities. It includes features such as:

  • Creating and managing landing pages

  • Email marketing and automations

  • SEO tools

  • Social media management

  • Blogging and content creation

  • Lead capture and tracking

The goal is to convert visitors into leads and further develop them through targeted campaigns.

b) Sales Hub

The Sales Hub supports sales teams in organizing, tracking, and closing deals. Key features include:

  • Email tracking and templates

  • Meeting scheduler

  • Deal pipelines

  • Task and activity management

  • Proposal and contract templates

  • Sales automation

This allows sales employees to work more efficiently and focus on truly qualified leads.

c) Service Hub

This area is aimed at customer service and helps with the care of existing customers. Features include:

  • Ticket system for handling support inquiries

  • Knowledge base

  • Live chat and chatbots

  • Customer feedback tools (e.g., NPS)

  • Automated service workflows

The goal is to retain customers in the long term and increase their satisfaction.

d) CMS Hub

HubSpot's CMS Hub enables companies to create, manage, and personalize websites – without programming knowledge. Features:

  • Drag-and-drop editor

  • Dynamic content based on visitor profiles

  • SEO optimization

  • Integrated analytics functionalities

Unlike traditional CMS platforms like WordPress, HubSpot's CMS is fully integrated with marketing and CRM data.

e) Operations Hub

This hub is aimed at technical teams and ensures better data quality and integration. Tools include:

  • Data synchronization between platforms

  • Automated data cleansing

  • Workflow extensions through custom code

  • Integrations with third-party systems via APIs

3. The Core: HubSpot CRM

HubSpot's free CRM forms the basis of all activities. It offers:

  • Overview of contacts, companies, deals, and tasks

  • Real-time tracking of customer interactions

  • Pipeline management for sales and marketing

  • Automatic data capture from emails, calls, and forms

Thanks to seamless integration with the other hubs, teams always maintain an overview of their customers and activities – from the first contact to long-term care.

4. Inbound Marketing – The Core Idea

The central approach of HubSpot is inbound marketing. Unlike outbound marketing, which relies on advertising and active customer acquisition, inbound is based on the principle: "Help people first, then they might buy from you."

The method can be divided into three phases:

  1. Attract – e.g., through blogs, social media, and SEO

  2. Engage – through personalized communication, email marketing, and lead nurturing

  3. Delight – through excellent service, customer loyalty, and referrals

HubSpot provides the right tools for each of these phases, from content creation to automated customer service.

5. Automation and Workflows

A major advantage of HubSpot is automation. Using so-called workflows, recurring processes can be automated, for example:

  • Welcome emails after registration

  • Lead nurturing tracks

  • Reminders for follow-ups

  • Automatic assignment of leads to sales employees

These automations save time and help to personalize communication with customers – without manual effort.

6. Reporting and Analytics

HubSpot provides extensive reporting tools. Users can:

  • Configure dashboards individually

  • Track conversions (e.g., from lead to customer)

  • Measure campaign successes

  • Evaluate sales performance

The data helps make informed decisions and continuously improve marketing and sales strategies.

7. Integration and Extensibility

Another advantage is the high compatibility with other systems. HubSpot offers:

  • Over 1,000 integrations in the marketplace (e.g., with Salesforce, Mailchimp, Zoom, Slack)

  • Open APIs for custom adjustments

  • Native integrations with Google and Microsoft products

This allows HubSpot to be easily integrated into existing business processes.

8. Pricing Structure

HubSpot offers a freemium model: Many basic functions (especially in CRM) are available for free indefinitely. Additionally, there are paid packages ("Starter", "Professional", "Enterprise") that vary in functionality, number of users, and support.

For small businesses, the free entry point is often sufficient, while larger companies can benefit from the advanced functions.

9. Advantages of HubSpot

  • User-friendly: Intuitive interface, usable even without IT knowledge

  • Modular structure: Only the required hubs need to be activated

  • All from one source: No tool chaos, all data is centrally consolidated

  • Strong community: Thousands of tutorials, forums, HubSpot Academy

  • Regular updates: Continuous development and new features

10. Challenges and Criticism

Despite many advantages, there are also some weaknesses:

  • Costs: With increasing functional needs, HubSpot can become expensive

  • Complexity in scaling: Large setups require professional configuration

  • Customization limitations: Not all areas are 100% flexibly customizable

  • Strong dependency on the ecosystem: Migration to other platforms is cumbersome

Conclusion

HubSpot is a powerful all-in-one platform for companies that want to centrally manage marketing, sales, and customer service. With its user-friendly approach, extensive automation capabilities, and flexible scalability, HubSpot is particularly attractive for growing companies. Those who want to successfully attract, retain, and delight customers in the long run will find in HubSpot a modern, data-driven tool that is convincing both strategically and operationally. Feel free to contact us about this!

Hunter in Sales

Hunter in Sales – The active seller on the hunt for new customers

In sales, the term “Hunter” describes a specific role or mentality of a seller. A Hunter specializes in acquiring new customers, meaning they go “on the hunt” for business opportunities. They focus heavily on prospecting, networking, and building new business relationships – in contrast to the “Farmer”, who cares for and nurtures existing customers.

The Hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a Hunter include identifying potential customers (leads), initial contact (cold calling or email), presenting products or services, as well as closing new contracts.

This role is particularly important in companies with a growth-oriented strategy, start-ups, or firms looking to venture into new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenues and gains new market shares.

A successful Hunter needs not only communicative skills but also a good dose of resilience, strategic thinking, and a knack for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.

While the Farmer secures customer loyalty and long-term relationships, the Hunter ensures that new customers actually come into the company. Both roles are important – but especially in dynamic industries or during the introduction of new products, the Hunter is indispensable for success.

In short: A Hunter in sales is the engine for growth – goal-driven, proactive, and always on the lookout for the next deal.

I

Impressions

In the world of digital marketing, there are many metrics that determine the success or failure of campaigns. One of the most fundamental, yet often misunderstood metrics is the impression. It is at the beginning of many customer journeys and forms the basis for visibility on the web. But what exactly are impressions, how are they measured, what do they convey – and what do they not?

In this article, we take a close look at the significance of impressions in digital marketing, explain their role across different channels, show typical use cases, and discuss how to interpret them correctly.

What are impressions?

Impressions (German: Einblendungen or visibilites) indicate how often a digital element – such as an ad, a social media post, or a search result – has been displayed on a user's screen. It does not matter whether the user actually reacted to it – what matters is that the element was visible.

Example: If a Facebook post appears 1,000 times in users' feeds, it has generated 1,000 impressions – even if only 50 people clicked or interacted with it.

Difference between impressions and reach

A common misconception: Impressions and reach (Reach) are not the same.

  • Impressions: How often has a piece of content been displayed? (one person can generate multiple impressions)

  • Reach: How many unique users have seen the content?

Example:

  • A post reaches 500 people (reach) but is displayed 1,200 times (impressions) → this means, on average, each person has seen the post 2.4 times.

Why are impressions important in digital marketing?

  1. Early indicator of visibility

    Impressions show whether and how often content or ads are displayed.

  2. Foundation for brand awareness

    Without visibility, there is no interaction – impressions are the first step toward attention and recognition.

  3. Comparison and optimization

    By comparing impressions with clicks (CTR), conversions, or engagement rates, optimization potentials can be identified.

  4. Measurability of advertising effects

    Especially in branding campaigns, the focus is not on the click, but on the repetition of visibility contacts.

Impressions in different channels

1. Google Ads (search engine advertising)

Impressions occur when an ad appears in search results. Here, they are central to the calculation of CTR (Click-Through Rate):

CTR = (Clicks / Impressions) × 100

A high number of impressions without clicks may indicate irrelevant keywords, poor ad quality, or low conversion incentives.

2. Social Media Marketing

In social networks like Facebook, Instagram, LinkedIn, or X (formerly Twitter), impressions are used to evaluate the reach of organic and paid content. The distinction is important:

  • Organic impressions: Number of impressions without paid advertising.

  • Paid impressions: Impressions from paid ads.

  • Viral impressions: Visibility contacts from shared content within the network of other users.

3. Display Advertising

In display marketing (e.g., banner ads on websites), impressions are measured very accurately, as advertisers often pay based on CPM (Cost per Mille = Cost per 1,000 impressions). Here, interaction does not count; rather, pure visibility does.

4. SEO (Search Engine Optimization)

Impressions are also recorded in the Google Search Console. They indicate how often a website or a subpage has been displayed in Google search results – regardless of whether it was clicked.

How are impressions measured?

The exact definition of when an impression counts depends on the channel and the provider.

Examples:

  • Google Ads: An impression counts when an ad appears in the search results (even if the user does not scroll down to it).

  • Facebook/Instagram: An impression counts when the content is loaded in the visible area (even if the user immediately scrolls past).

  • Display Ads (e.g., Google Display Network): Here,

Information architecture

The information architecture (IA) is a central concept in the digital world. It describes the structuring, organization, and presentation of information in digital systems – particularly on websites, in apps, software solutions, and information portals. The goal of information architecture is to facilitate users' access to relevant information and to improve usability as well as the user experience.

1. Definition and Basics

Information architecture is the art and science of structuring information so that it is easily findable, understandable, and usable. The discipline combines elements from design, user research, cognitive psychology, library science, and computer science. It ensures that information is logically categorized, labeled, and accessible – regardless of the scope or complexity of a digital product.

Simply put: Information architecture ensures that users find what they are looking for.

Core elements of information architecture

The classic information architecture consists of four central elements:

  1. Organization: The way in which information is categorized and structured (e.g., thematically, alphabetically, chronologically).

  2. Navigation: How users move within an information system (menus, links, breadcrumbs).

  3. Labeling: How content is labeled (e.g., understandable menu titles, meaningful link titles).

  4. Search: The ability to find targeted information through search functions.

These four areas interconnect and largely determine how intuitively and efficiently a digital system can be operated.

2. Importance of information architecture

In a world where information is available in seconds, good information architecture often decides the success or failure of digital products. Particularly in complex information systems with many contents, a clear structure is essential.

Advantages of good information architecture:

  • Faster information retrieval: Users find what they are looking for more quickly.

  • Higher user satisfaction: A good structure facilitates orientation and reduces frustration.

  • Better conversion rates: In online shops or service offerings, clearly structured information can lead to higher sales or more interactions.

  • More efficient maintenance by editors: For content managers, maintenance becomes easier when content is logically and systematically structured.

  • Stronger brand loyalty: A positive user experience directly affects the perception of a brand.

3. Information architecture in UX design

Information architecture is a fundamental part of User Experience (UX) design. While UX design encompasses the entire process of user interaction, IA forms the structural backbone – much like the skeleton in the human body.

Relationship with other disciplines:

  • Interaction Design (IxD): Defines how the user moves through the structure.

  • Content Strategy: Determines which content is provided.

  • Visual Design: Gives information architecture a face.

  • User Research: Insights into user needs are integrated into the structuring.

In agile project teams, information architects often work with UX designers, developers, product managers, and editors.

4. Methods and tools

Information architects use various methods to structure a system user-friendly:

a) Card Sorting

In card sorting, terms or content are written on cards, which are logically grouped by test participants. This provides valuable insights into how users expect and categorize information.

b) Sitemaps

Sitemaps visualize the hierarchy and structure of a website. They provide an overview of page levels, navigation structures, and possible links.

c) Wireframes

Wireframes are simple sketches of page layouts that show where content and navigation points are positioned. They help visually test the structure before design and development begin.

d) User Journeys

These describe typical usage scenarios and show the paths users take through the system to achieve their goals.

e) Content inventory and audit

This involves analyzing an existing website or platform: What content exists? How up-to-date is it? Where are there redundancies or gaps?

5. Best practices for information architecture

An effective information architecture follows certain design principles. Some of these are:

  • Consistency: Similar content should be organized in similar ways.

  • Recognizability: The structure should meet users' expectations (e.g., product information in the online shop under "Products").

  • Flexibility: The IA should be scalable – new content should be able to be added without restructuring.

  • Feedback and orientation: Users should always know where they are.

  • Minimalism: No unnecessary levels or superfluous categorizations.

Principles by Rosenfeld & Morville

The authors of the standard work “Information Architecture for the World Wide Web” (also known as “The Polar Bear Book”) propose the following principles:

  • Object principle: Content is living objects with life cycles.

  • Choice principle: Users do not need many options, but good options.

  • Openness principle: Systems must be able to grow.

  • Node principle: Any page can be an entry point.

6. Challenges of information architecture

Although it is indispensable, IA is often underestimated or only considered late in the process. This leads to frequent problems:

  • Confusing navigation: Users cannot find their way or do not know how to return to a piece of information.

  • Redundancies and inconsistencies: Same content appears multiple times or under different names.

  • Scaling issues: New content cannot be meaningfully integrated.

  • Insufficient search function: When content is difficult to search, the user experience suffers.

The solution lies in the early involvement of IA experts, continuous user testing, and flexible planning.

7. Information architecture in practice

Typical application examples:

  • E-commerce: Products need to be clearly categorized and filterable. A customer should intuitively navigate from the homepage to the desired item.

  • Intranets: Large companies need a structured repository for internal documents and processes.

  • Knowledge databases: Information must be logically linked and findable.

  • Educational platforms: Learning content must be organized thematically and didactically sensibly.

8. Future of information architecture

With the increase of AI-driven interfaces, voice interfaces, and multichannel systems, information architecture is also changing. It is no longer sufficient to structure only websites – voice systems, chatbots, or augmented reality applications also require sensible IA.

The demands on IA are becoming increasingly complex: content must be equally accessible in various contexts, devices, and media. The role of information architecture is shifting from static structuring to the dynamic management of information flows.

Conclusion: Information architecture is more than just menu structure or page hierarchy – it is the foundation of every digital application. Anyone planning or developing digital products should give it the necessary attention. Because a good structure determines whether users stay or leave, understand or are puzzled, convert or give up.

Insights

In the world of digital marketing, it's no longer just about spreading content, running ads, or publishing social media posts. The key to sustainable success today lies in understanding the target audience, measuring interactions, and deriving concrete actions. This is exactly where insights come into play.

Insights are more than just data. They are interpreted information that provides deeper insights into the behavior, preferences, and needs of users. In this article, you will learn what digital marketing insights truly are, what types exist, how they are collected, and how companies can use them to make smarter strategic decisions.

What are insights in digital marketing?

The term "insights" comes from the English word for "insights" and refers to the knowledge gained from data that can be used for strategic decisions in digital marketing. They are thus analytically derived conclusions that go beyond mere statistics.

An insight only occurs when a meaningful interpretation is made from an observed fact (e.g., a high bounce rate on a landing page) (e.g., the landing page is not optimized for mobile users, even though the majority of the target audience comes via smartphones).

Why are insights so important?

  • Better audience targeting: Insights help to understand what customers really want.

  • Efficiency increase: Marketing budgets can be deployed more effectively.

  • Campaign optimization: Real-time data allows for rapid adjustments.

  • Fostering innovation: Insights highlight new opportunities, products, or services.

  • Personalization: Data-driven personalization increases relevance and conversion rates.

Types of insights in digital marketing

1. Audience insights

These provide insights into demographic features, interests, behavior patterns, and usage habits. Tools like Google Analytics, Facebook Audience Insights, or HubSpot help answer questions such as:

  • Who visits my website?

  • Which age group interacts the most with my content?

  • What are my customers' interests?

2. Channel insights

They show how users behave across different channels (e.g., SEO, social media, email, paid ads). This includes metrics such as click-through rate, cost per click, time spent, or bounce rate.

3. Campaign insights

These focus on the performance of individual campaigns. They answer questions such as:

  • Which ad achieves the highest conversion?

  • Which targeting works best?

  • How do A/B tested variants perform?

4. Competitive insights

Tools like SEMrush, SimilarWeb, or BuzzSumo provide information about the activities and strengths of competitors. Strategies can be derived or gaps identified from this data.

5. Customer journey insights

These insights help to understand how customers move through the conversion funnel: from the first contact to purchase or repurchase. Heatmaps, session recordings, and funnel analyses are particularly revealing here.

How to gain insights?

1. Web analytics

Tools like Google Analytics, Matomo, or Adobe Analytics show how users interact with a website: page views, time spent, conversions, bounce rates, device distribution, etc.

2. Social media analysis

Facebook, Instagram, LinkedIn, TikTok, and others offer their own insights dashboards with data on reach, engagement, growth, and audience demographics.

3. Surveys and customer feedback

Direct surveys (e.g., using Google Forms, SurveyMonkey, or Typeform) provide qualitative insights that complement purely quantitative data.

4. Heatmaps and user recordings

Tools like Hotjar or Crazy Egg show how visitors actually use a website – where they click, scroll, or abandon.

5. CRM and sales data

CRM systems like Salesforce, Pipedrive, or HubSpot allow for in-depth analysis of customer behavior across all touchpoints.

From data to insights: The right interpretation

Data alone is just numbers. Insights only arise through analysis and contextualization. A structured process helps:

  1. Collect data

    Incorporate quantitative (numbers, KPIs) and qualitative (feedback, observations) data sources.

  2. Segment and compare

    Segment by age, location, source, device, etc., to identify patterns.

  3. Find correlations

    Are there relationships? For example, between time of day and conversion rate?

  4. Understand context

    What might explain external influences? (e.g., seasonality, competitor campaigns)

  5. Form actionable statements

    A good insight is actionable: “Our mobile conversion rate is 40% lower than on desktop – we need to optimize the mobile checkout.”

Examples of insights with practical relevance

  • E-commerce: Customers most frequently abandon the purchase process in the last step → Insight: The checkout is too complicated.

  • Social Media: Reels achieve 3x more engagement than images → Insight: Focus on video formats is increasing.

  • Newsletter: Subject lines with personalization have 20% higher open rates → Insight: Automation and segmentation improvements.

  • Paid Ads: Ads with testimonials have lower CPCs → Insight: Social proof is more persuasive.

Tips for better marketing insights

  • Set clear goals: Without a goal, there is no relevant analysis. What do you want to achieve with the campaign?

  • Use dashboards: Visualize your data in tools like Google Data Studio or Looker.

  • Link data sources: CRM, analytics, social media, and advertising channels should be analyzed together.

  • Form hypotheses: Target your assumptions with A/B tests.

  • Use AI and predictive analytics: Modern tools help not only to look back but also to forecast future developments.

Challenges when working with insights

  • Data flood: Often, there is too much data – the right selection is crucial.

  • Misinterpretations: Correlation is not the same as causation. Always view numbers in context.

  • Data silos: Departments often work with separate tools – an integrated view is missing.

  • Data protection: GDPR and other regulations must be observed when tracking and utilizing personal data.

The future: Automated and AI-supported insights

With the increasing data volume, automated analyses and AI-supported tools are becoming increasingly important. Platforms like Google Analytics 4, HubSpot AI, or chatbots with data insights already provide proactive recommendations for actions based on patterns and forecasts.

The future belongs to a marketing world where machines detect trends, suggest options for action, and marketers can operate based on data, quickly and personalized.

Conclusion

Insights are the cornerstone of successful digital marketing. They allow for more targeted campaign management, a better understanding of customer needs, and achieving competitive advantages. It is crucial not only to collect data but also to interpret it correctly and consistently apply it in practice.

Companies that strategically use data make smarter decisions, save resources, and build sustainable relationships with their customers. In a data-driven world, insights are not just an advantage – they are a necessity.

Intercom

Intercom is a modern communication platform that helps companies interact with their customers in real time. It was founded in 2011 and has since established itself as a central tool in customer communication and user experience. Intercom combines live chat, automated messages, helpdesk features, and a CRM system into a single, user-friendly platform.

At the heart of Intercom is the live messenger, which can be directly integrated into websites or mobile apps. This allows companies to communicate immediately with website visitors or existing customers. The platform provides both real-time and automated communication, which offers significant advantages, especially in marketing, sales, and customer service. Chatbots and automated messages enable the answering of frequently asked questions without human intervention and efficiently qualifying leads.

Another core area of Intercom is the help center. Companies can build a knowledge base there, where customers can find answers to common questions themselves. These self-service options relieve support teams and simultaneously improve the user experience.

Intercom can be integrated with numerous tools, such as Salesforce, Slack, HubSpot, or email services like Mailchimp. The platform also offers detailed analytics and reports that allow companies to monitor user behavior, the performance of support, and the success of campaigns.

The user interface of Intercom is modern and intuitively designed, making implementation easier. Especially for SaaS companies, e-commerce platforms, and digital startups, Intercom is a valuable tool for increasing customer retention and conversion rates.

Overall, Intercom is a powerful solution for companies that want to centralize and automate their customer communication.

IOC

IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.

J

Jira

Jira is a web-based project management tool that was originally developed by Atlassian to track bugs in software projects. Today, Jira is much more than just a bug-tracking tool – it has evolved into a versatile platform for agile project management, task tracking, and team collaboration. Especially in software development, Jira is widely used worldwide and supports methodologies such as Scrum, Kanban, or a hybrid of them.

The heart of Jira is the so-called “Issue” system. Each “Issue” represents a single task, a problem, or a feature that can be tracked and managed. These can be individually configured, prioritized, commented on, and assigned deadlines. Teams can create projects, plan sprints, and visualize their progress through dashboards and reports. By integrating boards (such as Kanban or Scrum boards), teams can always keep an overview of the project status.

A major advantage of Jira is its high customizability. Workflows, fields, and permissions can be flexibly designed to meet the requirements of small teams all the way to large enterprises. In addition, Jira can be extended through the Atlassian Marketplace platform – here thousands of add-ons are available, such as for time tracking, test management, or integration with other tools like GitHub, Slack, or Confluence.

Another plus is the cloud option, where no own infrastructure is necessary. Alternatively, Jira can also be operated locally (Server/Data Center).

Despite its advantages, Jira is often considered complex for beginners. A good training or introduction is therefore sensible to fully leverage its potential. Overall, Jira is a powerful tool that offers real value, especially in agile teams.

An alternative that we use is GitLab.

K

Channels

Digital marketing is more diverse and complex than ever – and one of the central success factors is the choice and orchestration of the right channels. Every channel has its own strengths, target audiences, content, and mechanics. Successful brands know how to use, combine, and optimize different channels purposefully.

In this article, we shed light on the most important digital marketing channels, their functions, advantages and disadvantages, and best practices for effective use.

What is a channel in digital marketing?

A marketing channel is a communication path through which a brand engages with its target audience. In digital marketing, these are digital platforms and technologies through which content is distributed, customers are acquired, and relationships are built.

The choice of channel significantly influences:

  • Reach

  • Target audience engagement

  • Engagement

  • Conversion rates

  • Customer satisfaction

Therefore, it is crucial to consider the respective channels not in isolation but as part of a holistic marketing strategy.

1. Owned Channels

a) Website

The website is the digital home of a brand – a source of information, a sales platform, and a trusting anchor at the same time.

Strengths:

  • Complete control over content and design

  • Measurability and personalization

  • Integration of shop, blog, service, and more


Tips:

  • Mobile optimization and fast loading times

  • SEO-friendly structure

  • Conversion-oriented design

b) Blog

A blog regularly creates new content, improves SEO ranking, and establishes thought leadership.

Use cases:

  • How-to guides

  • Case studies

  • Industry trends

Success criteria:

  • Relevance for the target audience

  • Value added instead of advertising

  • Regular publication

c) Newsletter / Email Marketing

A proven and highly converting channel – direct, individual, and cost-effective.

Advantages:

  • High personalization

  • Direct access to the inbox

  • Automated workflows and trigger emails

Examples:

  • Welcome emails

  • Product recommendations

  • Abandoned cart reminders

2. Earned Channels

a) Search Engine Optimization (SEO)

SEO refers to all measures taken to achieve better placement in organic search results.

Goals:

  • More organic traffic

  • Higher visibility

  • Long-term reach

Measures:

  • Keyword optimization

  • Content marketing

  • Technical SEO (pagespeed, crawling, structure)

b) Social Media Sharing & Mentions

When users voluntarily share content or talk about a brand, organic reach is created.

Examples:

  • Shares, comments, UGC (User-Generated Content)

  • Influencer recommendations (without payment)

  • Reviews and testimonials

Strategy:

  • Create valuable content

  • Activate the community

  • Responsive community management

3. Paid Channels

a) Search Engine Advertising (SEA)

With Google Ads or Bing Ads, advertisements can be targeted at specific search terms.

Advantages:

  • High purchase intent of the target audience

  • Fast visibility

  • Real-time budget control

Typical formats:

  • Text ads

  • Shopping ads

  • Local campaigns

b) Social Media Advertising

Platforms like Facebook, Instagram, LinkedIn, or TikTok offer sophisticated targeting options.

Formats:

  • Image and video ads

  • Stories & Reels

  • Carousels, Collection Ads

Success criteria:

  • Relevant creative content

  • A/B testing

  • Clear call-to-actions (CTAs)

c) Display & Programmatic Advertising

Display ads are graphical advertising banners on websites, often booked automatically through programmatic advertising.

Opportunities:


  • Large reach

  • Retargeting options

  • Branding & performance

Challenges:

  • Banner blindness

  • Ad blockers

  • Spread losses

4. Social Networks

a) Facebook / Instagram

Classic platforms with huge reach and diverse advertising options.

Target audiences:

  • Facebook: 25–55 years

  • Instagram: 18–35 years

Content types:

  • Stories, Reels, Live videos

  • Product ads

  • Community posts


b) LinkedIn

The most important network in B2B marketing.

Strengths:

  • Expert positioning

  • Employees as brand ambassadors

  • Expert articles, infographics, studies


c) TikTok

A platform for creative, entertaining content with extremely high engagement.

Ideal for:

  • Trend-based marketing

  • Challenges & storytelling

  • Young target audiences (Gen Z, Gen Alpha)

d) YouTube

The second-largest search engine in the world – ideal for video and educational content.

Examples:

  • How-to videos

  • Product presentations

  • Testimonials & reviews

5. Affiliate & Influencer Marketing

a) Affiliate Channels

Partners promote products on a commission basis through their own channels.

Typical partners:

  • Blogs, comparison portals, coupon sites

Advantages:

  • Performance-based

  • Measurable

  • Scalable

b) Influencer Marketing

Influencers bring reach, trust, and authenticity.

Channel-dependent:

  • Instagram for lifestyle & fashion

  • YouTube for tutorials & reviews

  • TikTok for entertainment & virality

Important:

  • Selection of suitable influencers

  • Transparency and labeling

  • Long-term partnerships

6. Messenger & Conversational Marketing

a) WhatsApp Business / Messenger Bots

Customer communication via messenger is becoming increasingly important.

Applications:

  • Customer service

  • Shipping information

  • Personal consultation

Goal: Direct communication and quick response to user needs.

7. Apps and Push Notifications

Own apps provide intense customer loyalty – complemented by push notifications that regularly activate users.

Advantages:

  • Mobile presence

  • Personalized interactions

  • Recurring use

Selecting a Strategy: Which Channel is Right?

The choice of suitable channels depends on several factors:

Criterion

Questions for Evaluation

Target Audience

Where are they active? How do they consume content?

Objective

Branding, leads, sales, or service?

Resources

Budget, team, tools?

Content Type

Text, video, audio, interactive?

Measurability

Can KPIs be captured and optimized?

A balanced marketing mix combines push (e.g., ads) and pull channels (e.g., SEO), owned and paid media – and aligns them with each other.

Conclusion: The Right Channel Mix Matters

In digital marketing, there is no one-size-fits-all solution – each brand must find its individual channel mix and continuously adjust it. The following applies:

  • Do not be present everywhere at the same time, but where it makes sense.

  • Each channel needs its own content, tone, and objectives.

  • Cross-media linking increases reach and effectiveness.

  • Data-driven management helps prioritize channels and use budgets efficiently.

Those who know their channels, choose them wisely, and engage intelligently lay the foundation for sustainable digital marketing success.

Keywords

In digital marketing, the term "keyword" is ubiquitous – and for good reason. Keywords are the foundation of many online marketing disciplines, especially search engine optimization (SEO) and search engine advertising (SEA). They connect the language of users with the language of search engines and help companies become visible exactly when potential customers are actively searching for products, services, or information.

In this article, we will illuminate the central role of keywords in digital marketing, explain how they work, and show how companies can strategically use them to increase reach, traffic, and conversion rates.

What are Keywords?

A keyword is a term or phrase that users input into a search engine to find specific information. Keywords can be short (Short Tail) or long (Long Tail):

  • Short-Tail Keyword: e.g. "shoes" – very general, high search volume, much competition.

  • Long-Tail Keyword: e.g. "buy red running shoes for women" – more specific, lower search volume, but often a higher likelihood of conversion.

Keywords serve as a guide in digital marketing: they help align content with the needs of the target audience and deliver ads accurately.

Why are Keywords Important in Digital Marketing?

  1. Increase Visibility: Keywords help to be found in the organic search results.

  2. Targeted Advertising: In search engine advertising, ads are targeted to specific keywords.

  3. Relevant Content: They form the basis for content that meets the needs of users.

  4. Better Understanding of the Target Audience: The analysis of keywords provides insights into the language, questions, and interests of potential customers.

  5. Achieve Competitive Advantages: Those who strategically use the right keywords can stand out against the competition.

Types of Keywords at a Glance

1. Navigational Keywords

These are used to find a specific website or brand (e.g. "Zalando shoes").

2. Informational Keywords

This involves searching for information (e.g. "how to tie a tie"). Ideal for blogs, tutorials, and FAQ pages.

3. Transactional Keywords

These imply a intent to purchase (e.g. "buy sneakers online"). They are particularly valuable for e-commerce.

4. Commercial Investigation

Users compare products or providers (e.g. "best DSL providers 2025"). These keywords show a high purchase intent but are not entirely transactional yet.

5. Local Keywords

Relate to geographical locations (e.g. "hairdresser Berlin Mitte") – important for local SEO.

Keyword Research: The First Step Towards Strategy

Before keywords can be effectively used, thorough research is required. The goal is to identify the terms actually used by the target audience – while also providing a good ratio of search volume to competition.

Tools for Keyword Research

  • Google Keyword Planner: Especially suitable for SEA, but also provides general keyword data.

  • Ubersuggest: Simple, free research with helpful metrics.

  • SEMrush / Ahrefs / Sistrix: Professional tools with deep insights into competitive keywords, search volume, and SERP analyses.

  • AnswerThePublic: Ideal for finding questions and semantically related terms.

  • Google Search Console: Shows which search terms are already generating impressions for the site.

Important Metrics

  • Search Volume: How often is a term searched per month?

  • Keyword Difficulty / Competition: How difficult is it to rank for this?

  • CPC (Cost-per-Click): Relevance for paid advertising.

  • Relevance: Does the keyword match the own service or content goal?

Keyword Strategies in Digital Marketing

1. SEO (Search Engine Optimization)

In SEO, keywords are used todesign content to be organically visible for search queries. It is important:

  • To strategically incorporate keywords into titles, meta descriptions, H1-H6 headings, URLs, and body text.

  • To use semantic variants and related terms.

  • To define a main keyword + complementary secondary keywords for each page.

  • To avoid keyword stuffing – Google prefers natural, user-friendly content.

2. SEA (Search Engine Advertising)

In SEA, such as with Google Ads, keywords are used to precisely deliver ads. Here, one distinguishes:

  • Broad Match: Ad appears for related terms.

  • Phrase Match: Ad appears when the phrase is included.

  • Exact Match: Ad appears only for that exact term.

  • Negative Keywords: Terms for which the ad should not appear.

The choice of keyword options significantly affects the reach and relevance of the ads.

3. Content Marketing

Keywords assist in the planning of blog articles, landing pages, or guides. Important in this regard:

  • To understand search intent.

  • To provide content with real added value.

  • To write content not just for search engines but also for people.

4. YouTube & Video SEO

Keywords also play a role on YouTube or in podcasts. They are used in titles, descriptions, tags, and transcripts to be found.

5. Social Media & Hashtag Strategy

Keywords are also reflected in hashtags and post descriptions – for instance, on LinkedIn, Instagram, or TikTok. There, they help make content discoverable and identify trends.

Keyword Mapping & Site Structure

In keyword mapping, each keyword (or keyword cluster) is assigned to a specific page. The goal is to create clarity and focus, avoid duplicate content, and strategically plan internal linking.

Example:

  • Homepage: "Buy Running Shoes"

  • Category Page: "Women's Running Shoes"

  • Blog Article: "The Best Running Shoes 2025"

Keyword Trends and Changes

Keywords are dynamic. New terms emerge, while old ones lose significance. Therefore, regular monitoring is advisable:

  • Voice Search: Search queries are becoming longer and more conversational ("What are good running shoes for beginners?").

  • Zero-Click Searches: More and more questions are being answered directly on the Google search results page – without clicks.

  • AI-Powered Search: New systems like Google SGE (Search Generative Experience) are changing how content is discovered.

  • Seasonal Fluctuations: Keywords like "Christmas gifts" or "tax return" are only relevant at certain times.

Common Mistakes in Dealing with Keywords

  • Focusing only on keywords with high volume, without relevance.

  • Ignoring long-tail keywords.

  • Creating multiple pages with the same keyword → keyword cannibalization.

  • Over-optimization (keyword stuffing).

  • No regular analysis and adjustment.

Conclusion

Keywords are much more than just search terms in digital marketing. They are a strategic tool that – when used correctly – helps reach users, structure content, and optimize advertising campaigns. The art lies not only in finding the "right" keywords but in purposefully, creatively, and continuously developing them.

An effective digital marketing concept does not use keywords in isolation but embedded in a comprehensive strategy – tailored to target audiences, channels, and objectives. Companies that approach their keyword strategy professionally secure long-term visibility, better rankings, and a stronger market position.

AI in creation

The digital marketing world is undergoing a profound transformation – and Artificial Intelligence (AI) is at the center of this transformation. While AI has already been used in performance marketing and data analysis for years, it is now increasingly entering the creative domain: text, image, video, audio – the entire content creation is being redefined by AI.

In this article, we take a comprehensive look at how AI is changing creative processes in digital marketing, the opportunities and challenges that arise from it, and how companies can meaningfully integrate AI into their workflows.

What does "creation" mean in digital marketing?

In marketing, "creation" refers to the development of creative content that evokes brand messages emotionally, tells stories, and activates users – in the form of:

  • Texts (slogans, blog posts, advertising texts)

  • Images (visuals, graphics, ads)

  • Videos (explanatory films, commercials, reels)

  • Audio (podcast intros, voice campaigns)

  • interactive formats (games, AR/VR elements)

Creation is the heart of every campaign – it significantly determines the attention, recognizability, and impact of a brand.

How AI is changing creation

1. AI as a co-creator for texts

Generative AI models like ChatGPT or Jasper are revolutionizing text creation:

  • Creation of blog posts, social media captions, product descriptions

  • Development of slogans, taglines, or newsletter texts

  • Adjustment of tonalities depending on target audience or platform

  • Translation and localization for international markets

These tools save time, offer creative impulses, and help fill editorial plans more efficiently. It is important to note: Humans curate, AI provides raw materials.

2. Image and graphic generation via prompt

Tools like Midjourney, DALL·E, or Adobe Firefly enable the creation of high-quality visuals from text descriptions within seconds. Examples:

  • Key visuals for campaigns

  • Mockups for presentations

  • Social media images

  • Product images in different scenarios

Here too: AI does not replace the designer but expands their possibilities.

3. Video creation with AI

With tools like Runway, Synthesia, or Pictory, videos can be generated automatically – from animated slideshows to realistically appearing avatars. Applications:

  • Product tutorials

  • Explanatory videos

  • Personalized video ads

  • Content for social media

Text-to-video functionality allows for faster and more scalable content production.

4. Audio and voice

AI-based tools like Descript or ElevenLabs enable:

  • Text-to-speech in natural voices

  • Voice cloning for consistent brand voices

  • Podcast editing via text editing

  • Music composition via AI for background tracks or jingles

This makes audio content more accessible and easier to produce – even for small brands.

Opportunities: What AI makes possible in creation

1. Speed & scalability

Where previously days or weeks were needed for production, today often a prompt suffices. This saves time and allows brands to respond more quickly to trends or conduct A/B tests with many variations.

2. Cost efficiency

Especially for smaller companies or start-ups, access to professionally appearing content through AI has become significantly cheaper – without having to sacrifice quality.

3. Personalization at a new level

AI can tailor content in real-time to users – personalized texts, images, or videos, adapted to behavior, location, or interests. This increases relevance and conversion.

4. Creative diversity

AI opens new perspectives, image styles, and narratives that lie outside classical creative routines. It inspires, breaks conventions, and fosters idea generation.

Limits and challenges

1. Originality & brand identity

AI-generated content often appears generic when uncritically adopted. The challenge lies in preserving one's brand voice and using AI as a tool – not as the sole source.

2. Legal uncertainties

Who is the author of an AI-generated image? Can one advertise with it? What data was used for training? Brands must closely monitor legal developments and ensure proper licensing.

3. Ethics & credibility

Deepfakes, fake voices, generic content – the misuse of AI can significantly harm brands. Transparency and responsible use are crucial.

4. Quality assurance

AI makes mistakes. Incorrect facts, inappropriate tonalities, or visual inconsistencies occur frequently. Therefore, human sensitivity and editorial control are necessary.

Best practices: How to succeed in creative AI deployment

1. Use AI as an idea supplier

Use AI for brainstorming, idea sketches, or alternative suggestions. This accelerates processes and brings fresh input – especially in the early concept phase.

2. Combine humans & machines

The best results arise from collaboration: AI generates rough drafts, humans refine, curate, and optimize. Call it "human-in-the-loop creation".

3. Train your own brand voice

More and more tools allow you to train your own "brand prompts" or "custom models" – with examples from your own content. This makes the output more aligned with the brand.

4. Automate workflows


Systematically use AI: for automatic creation of content variants (text & image), for headlines based on performance data, or for visual optimization of ads.

5. Content Testing + AI

In combination with A/B testing, AI can generate dozens of variants and evaluate them based on data – this helps determine which texts, images, or formats truly work.

Tools and platforms at a glance

Area

Tools

Text

ChatGPT, Jasper, Copy.ai

Image

Midjourney, DALL·E, Adobe Firefly

Video

Runway, Pictory, Synthesia

Audio/Voice

Descript, ElevenLabs, LALAL.AI

Social Content

Canva Magic Studio, Ocoya, Predis.ai

Automation

Zapier, Make.com, HubSpot Workflows

Example scenario: AI creation in a campaign

Case: A sustainable fashion brand launches a new product line.

  1. AI text generator creates slogans, ad copy, and newsletter texts.

  2. AI image generator visualizes clothing items in different environments and styles.

  3. Synthesia produces a welcome video with a brand avatar.

  4. Descript generates a podcast teaser with automated editing.

  5. A/B tests with different variants are evaluated based on AI.

The result: a complete campaign in a few days – with lower resource utilization, high consistency, and creative diversity.

Conclusion: AI as a creative game changer – but not as a replacement

The integration of Artificial Intelligence into the creative work of digital marketing is not a trend – it is a paradigm shift. AI is changing not only how content is created but also how we understand creativity.

However: The best creation arises from the interplay of technology and human intuition. AI can deliver ideas, accelerate processes, and enable diversity – but emotion, cultural sensitivity, timing, and brand sense remain human strengths.

Those who use AI wisely will be more creative, faster, and more effective – provided they use it for what it is: a powerful tool, not the creator itself.

Click-through rate

Click-Through Rate in Marketing – Metric for Attention and Interest

The Click-Through Rate (CTR) is a central metric in online marketing. It measures how often users click on a link, an ad, or a call-to-action (CTA) in relation to the number of impressions. The click-through rate provides insights into how well an advertisement or content resonates with the target audience.

The formula is:

Click-Through Rate (CTR) = (Number of Clicks ÷ Number of Impressions) × 100

Example: If an ad is displayed 10,000 times and clicked 150 times, the CTR is 1.5 %.

The click-through rate is an indicator of relevance and performance. A high CTR indicates that the message grabs attention, generates interest, and encourages interaction. Conversely, a low click-through rate may suggest unclear messaging, an inappropriate target audience, or a less attractive offer.

In various channels, the click-through rate plays an important role:

  • Email Marketing: How many recipients click on the link in a newsletter?

  • Search Engine Ads (SEA): How often do users click on a Google Ads ad?

  • Social Media Ads: How many users interact with a sponsored post?

  • Organic Search Results (SEO): How many users click on a search result?

To optimize the CTR, measures such as concise subject lines, compelling calls-to-action, relevant content, good design, and targeted targeting are employed. A/B testing also helps to determine which variant works better.

Conclusion: The click-through rate is an important measure of the effectiveness of digital marketing efforts. It shows whether a message is not only seen but also actively accepted – and is therefore a first step towards conversion.

KPI

KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.

L

Landing Page

A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.

Lead Management

Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.

Leads

In digital marketing, much revolves around reach, visibility, and interaction – but the real value often comes only when a potential customer shows concrete interest. This is where the term lead comes into play. Leads are the foundation for any conversion strategy and crucial for sustainable revenue growth. In this article, you will learn what a lead is, what types there are, how to acquire leads, evaluate them, and successfully convert them into customers.

1. What is a lead in digital marketing?

A lead is a contact that has shown interest in a product, service, or company and to whom something can potentially be sold. In digital marketing, this usually means: The person has voluntarily provided their data – for example, through:

  • filling out a contact form

  • signing up for a newsletter

  • downloading an e-book

  • participating in a webinar

  • requesting a quote

A lead is thus no longer an anonymous website visitor, but an identifiable interest who has actively interacted with the brand.

2. Why are leads so important?

Leads are the starting point for the sales process (sales funnel). Without leads, there are no new customers. Lead generation is therefore one of the key success factors in digital marketing, especially in the B2B sector and the high-priced B2C segment.

Advantages of good lead generation:

  • Building a customer base

  • Reducing dependencies (e.g., on platforms)

  • Direct communication opportunities (e.g., via email)

  • High return on investment (ROI) with well-qualified leads

3. Types of leads

Not every lead is the same. Depending on quality and willingness to buy, different types of leads are distinguished:

a) Cold leads

  • have shown interest but have no purchase intention yet

  • e.g., through e-book downloads or social media interaction

  • usually still need a lot of information and trust

b) Warm leads

  • show more concrete interest

  • e.g., by visiting a product page or requesting a demo

  • are more willing to enter into a dialogue

c) Hot leads

  • are close to making a purchase

  • e.g., after a consultation or quote

  • should be contacted and cared for quickly

Additionally, a distinction is often made between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs):

  • MQL: A lead generated through marketing efforts that may potentially become a customer

  • SQL: A lead that the sales team considers ready to buy

4. Strategies for lead generation

a) Content marketing

High-quality content attracts interested parties and convinces them to leave their data in exchange for knowledge or added value. Examples:

  • e-books

  • whitepapers

  • checklists

  • webinars

  • blog articles with lead magnets

b) Search engine marketing (SEO/SEA)

Through Google, users can specifically search for solutions. Those who are visible here – organically or through ads – generate qualified traffic, from which leads emerge.

c) Social media ads

Facebook, Instagram, LinkedIn & Co. provide powerful tools for targeted lead generation, e.g., through:

  • lead ads (form directly on the platform)

  • clicks on landing pages

  • messenger dialogues

d) Landing pages and forms

A well-designed landing page with a clear call-to-action (CTA) is essential. The easier the path to registration, the higher the conversion.

e) Newsletter sign-ups

The classic: Users voluntarily sign up for emails – e.g., for news, discounts, or exclusive content.

f) Lead magnets

A lead magnet is a free offer provided in exchange for contact data. Examples:

  • free template

  • discount code

  • mini course

  • industry study

5. Lead nurturing: From interest to customer

A lead alone does not generate revenue. The art lies in lead nurturing – systematically supplying interested parties with relevant information to build trust and guide them towards a purchase decision.

Typical measures:

  • automated email sequences (e.g., welcome series)

  • personalized content based on interests

  • retargeting via social media or Google Ads

  • qualified consultation (e.g., by sales team)

Goal: To address the lead at the right time with the right content – without being too pushy.

6. Lead scoring and qualification

Not every lead is equally valuable. To work efficiently, lead scoring helps: Leads are assigned point values based on their behavior, interest, and fit with the target group.

Example criteria:

  • Email opened: +5 points

  • Product page visited: +10 points

  • Demo requested: +20 points

  • wrong industry: -10 points

This way, marketing and sales can decide which leads should be contacted first – and which may need more time to mature.

7. Tools for lead generation and management

► Lead generation

  • HubSpot (forms, pop-ups, ads)

  • Mailchimp (landing pages, email capture)

  • Unbounce, Instapage (landing page builders)

  • Facebook Lead Ads

  • Google Ads (lead form extension)

► Lead management / CRM

These tools allow:

  • central data storage

  • automation of email workflows

  • integration into sales teams

  • tracking the customer journey

8. Data protection in lead generation

Particularly in Europe, it applies: Data protection is mandatory. The GDPR stipulates that personal data may only be processed with explicit consent.

Important aspects:

  • double opt-in for emails

  • clear information about data use

  • option to withdraw

  • privacy policy on the website

Tip: Transparency builds trust – and trust is a currency in lead marketing.

9. Typical mistakes in lead generation

  • Requesting too much information at once (forms with 10+ fields)

  • No concrete added value (lead magnet too weak)

  • Missing follow-up communication

  • Leads are not qualified

  • No alignment between marketing and sales

Effective lead marketing means: relevance, timing, personalization, and a clear process.

10. Conclusion: Leads as strategic capital

Leads are not just numbers in a CRM system in digital marketing – they are potential customer relationships that need to be nurtured and developed. Those who succeed in turning anonymous traffic into qualified leads and systematically caring for them will build long-term competitiveness.

Whether through content, ads, SEO, or social media: The path to successful lead acquisition begins with a deep understanding of the target audience and ends with an excellent customer experience.

Local SEO

Local SEO is a subfield of search engine optimization that focuses on improving a business's visibility in local search results. The goal is to reach potential customers in the immediate vicinity of a business or service provider online. Local SEO is crucial for small and medium-sized businesses with a physical location—such as restaurants, craft businesses, doctors, or hairdressers—to establish themselves in the digital competition.

A central element of local search engine optimization is the Google Business Profile (formerly known as “Google My Business”). Here, businesses can enter information such as address, opening hours, phone number, website, and photos. A fully and correctly filled-out profile improves the chances of being displayed in Google's so-called “Local Packs”—these are the map entries that appear at the top of local searches like “bakery nearby.”

Other important factors for Local SEO include local keywords, e.g., “dentist Munich,” as well as NAP consistency (Name, Address, Phone Number), which should be indicated the same way across all online directories. Reviews also play a central role: Many positive Google reviews not only increase user trust but also improve rankings in local search queries.

Moreover, local backlinks, or links from regional websites or media, help to increase Google's trust. Technically speaking, the business website should also be mobile-friendly and load quickly, as many local search queries take place via smartphones.

Overall, Local SEO enables businesses to specifically target customers on-site, strengthen their online presence, and differentiate themselves from competitors—especially in an increasingly digital world. Do you have a specific business or industry in mind?

M

Marketing Automation

Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.

Mentions

In the age of digital communication, "mentions" have become a central element of successful marketing strategies. They provide brands with a means to monitor, analyze, and actively shape their visibility, reach, and reputation. In this text, we take a comprehensive look at the role of mentions in digital marketing, their various types, analytical methods, and practical strategies for their use.

What are Mentions?

Mentions are named references to a brand, product, company, or person on the internet. These can appear in various contexts – in social media, blogs, forums, reviews, or news articles. They serve as digital traces that show how often and in what context a company or term is mentioned.

Types of Mentions

  1. Direct Mentions (Tagged Mentions)

    A direct mention occurs when a user explicitly tags a brand with a "@", e.g., @Nike in a tweet. This type of mention is easy to identify and is displayed as a notification by most social networks.

  2. Indirect Mentions (Untagged Mentions)

    Here, the brand is mentioned but not tagged. For example: "I love my new Nike shoes." These mentions are harder to track but often require more attention as they are authentic and not intended for direct dialogue.

  3. Positive, Neutral, and Negative Mentions

    The tone of a mention plays a significant role. Sentiment analysis helps understand whether a brand is mentioned in a positive or negative context.


Why are Mentions Important?

1. Monitoring Brand Reputation

Mentions help companies recognize how they are perceived. Negative comments can be detected early and defused through crisis communication.

2. Promoting Customer Dialogue

Social listening allows brands to respond to customer feedback in real-time – whether it’s praise, criticism, or questions. This actively promotes customer loyalty.

3. Influencer Identification

By analyzing mentions, it can be determined who frequently and influentially speaks about a brand – a valuable source for influencer marketing.

4. Competitive Analysis

Not only are the company's own mentions interesting – how often and in what tone competitors are mentioned also provides insights into market positions and trends.

5. Measuring Campaign Success

Mentions before, during, and after a campaign can provide insights into reach and resonance. Peaks in mentions may indicate successful content or controversial topics.

Tools for Analyzing Mentions

Manually monitoring the entire internet is unrealistic. Therefore, there are specialized tools that capture, analyze, and visually represent mentions:

  • Brandwatch

  • Hootsuite

  • Mention

  • Talkwalker

  • Google Alerts (Basic version)

  • BuzzSumo

These tools provide functions such as sentiment analysis, real-time notifications, historical data, geographical filters, and cross-platform monitoring.

Strategic Use of Mentions in Digital Marketing

1. Proactive Social Listening

Social listening is more than just monitoring. It means listening, interpreting, and acting strategically. For example, an increase in positive mentions about a new product line may indicate a market gap – or negative feedback about a feature may signal optimization potential.

2. Community Engagement

Responding to mentions boosts customer loyalty. Especially in social media, users expect a quick and authentic response. Even replying to neutral or slightly critical comments shows presence and builds trust.

3. Crisis Prevention and Management

Early detection of negative trends can be crucial. A crisis often begins with a few critical mentions that then go viral. Companies that act early can mitigate damage.

4. Deriving Content Strategy

Mentions show which topics, terms, or products are currently resonating well with the target audience. This data can be used for content planning: e.g., blog posts, FAQ content, videos, or social media campaigns.

5. Evaluating Campaign Hashtags

Mentions surrounding specific hashtags provide insights into how well a campaign is performing. The number of mentions and their reach are important KPIs.

Mentions in the Context of SEO and PR

Mentions are also relevant for search engine optimization (SEO), particularly unlinked brand mentions. According to its statements, Google increasingly considers these as "implicit links" that can contribute to brand authority. The more often a brand is mentioned positively, the better it can affect rankings and visibility.

In PR, mentions are essential for evaluating the impact of press releases, guest contributions, or media collaborations. Tools like Meltwater or Cision allow for a connection between PR and digital marketing metrics through mentions.

Best Practices for Handling Mentions

  • Optimize Response Time: Users generally expect feedback within hours – especially regarding problems.

  • Avoid Standard Responses: Authenticity beats speed. Responses should be personal and context-specific.

  • Clarify Team Responsibilities: Who responds to mentions? Customer service, social media team, or PR department?

  • Consistent Tone: The brand tone should be uniform to avoid confusion.

  • Establish Monitoring Routines: Daily or weekly monitoring helps ensure nothing is overlooked and trends are identified early.

Case Studies for Effective Use of Mentions

1. Deutsche Bahn

The train service uses mentions for direct customer communication on Twitter. Many users comment in real-time about delays or problems – the train service responds quickly, politely, and solution-oriented.

2. Nike

Nike identifies trends in the sneaker sector through mentions and utilizes these insights for targeted product launches and influencer collaborations.

3. IKEA

When IKEA picked up a viral meme about self-assembly and integrated it into its communication, a positive PR effect was created – based on the observation and creative use of mentions.

Conclusion

Mentions are much more than just references in digital marketing – they are valuable indicators of brand sentiment, customer satisfaction, and market position. Analyzed and used correctly, they can not only minimize reputational risks but also uncover new opportunities. Companies that strategically utilize mentions gain a deep understanding of their target audience and sustainably strengthen their digital brand presence.

Meta Description

The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.

O

Off-Site SEO

Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.

On-Site-SEO

On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.

P

PDP

PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.

Performance Marketing

Performance Marketing is a form of digital marketing that focuses on concrete, measurable actions (commonly known as “performances”). Examples include:

  • Clicks on ads

  • Conversions (e.g., purchases, registrations, downloads)

  • Leads (e.g., filled-out forms)

  • Engagements (e.g., comments, likes, shares)

The special thing about Performance Marketing is the data-driven optimization: Every step of the customer journey is tracked, evaluated, and subsequently improved. The goal is to achieve maximum efficiency from the marketing budget invested.

We do this every day and provide our clients with comprehensive support in the area of Performance Marketing. Feel free to reach out to us if you want to know more. Here’s a first glimpse into all the tools of Performance Marketing.

Features of Performance Marketing

1. Search Engine Marketing (SEA & SEO)

  1. Measurability: All measures can be precisely tracked based on KPIs (Key Performance Indicators).

  2. Transparency: Companies know where their customers come from, which channels perform well, and where there is a need for optimization.

  3. Targeted: Campaigns are aimed at clearly defined goals – such as increasing sales, generating leads, or app installations.

  4. Result-oriented: Payment is often made only upon success (e.g., clicks or conversions), which reduces risk.

Important Channels in Performance Marketing

  • SEA (Search Engine Advertising):

    Paid ads on search engines (e.g., Google Ads). Users are directly addressed when they search for relevant terms.

  • SEO (Search Engine Optimization):

    Organic measures to be better found in unpaid search results. Not a classic performance channel in the narrower sense, but important for long-term results.

2. Social Media Advertising

Platforms like Facebook, Instagram, LinkedIn, TikTok, or X (Twitter) offer powerful targeting options. Companies can run campaigns aimed at reach, interaction, or conversion.

3. Display Advertising

Ad banners on websites or in apps. Display ads are well suited for retargeting and brand awareness, but can also be optimized for conversions.

4. Affiliate Marketing

In this model, companies partner with affiliates (publishers) who promote their products or services. Payment is usually performance-based – e.g., per sale or lead.

5. Email Marketing

Emails also count towards Performance Marketing when used purposefully and when results (e.g., open rates, clicks, conversion rates) are measured and optimized.

6. Influencer Marketing (performance-oriented)

Cooperations with influencers can also be performance-based, e.g., via tracking links, discount codes, or pay-per-sale agreements.

Key Performance Indicators (KPIs)

Success in Performance Marketing is made measurable through clear KPIs:

  • CTR (Click-Through Rate): Ratio of clicks to impressions

  • CPC (Cost-per-Click): Cost per click on an ad

  • CPA (Cost-per-Acquisition): Cost per conversion

  • Conversion Rate: Proportion of users who perform a desired action

  • ROAS (Return on Ad Spend): Ratio of revenue to advertising costs

  • CLV (Customer Lifetime Value): Value of a customer over the entire customer relationship

These metrics help optimize campaigns purposefully and use budgets effectively.

Advantages of Performance Marketing

1. Cost Efficiency

Those who only pay when an action occurs (e.g., click or purchase) take on a manageable risk. Particularly attractive for SMEs.

2. Measurability & Transparency

All activities are measurable in real-time. You know exactly which ad on which channel generates what return.

3. Targeted Deployment

Targeting options allow for addressing precisely defined target groups based on interests, age, location, behavior, etc.

4. Flexibility and Scalability

Campaigns can be paused, adjusted, or expanded at any time. Advertising budgets can be dynamically allocated to the best channels.

5. Quick Results

Performance marketing measures usually deliver first results within a very short time – ideal for short-term sales actions or product launches.

Challenges in Performance Marketing

1. High Competitive Pressure

Depending on the industry, click prices (e.g., on Google Ads) can quickly become expensive. If not optimized correctly, you burn your budget.

2. Complexity

Successful Performance Marketing requires know-how in many areas: analysis, tracking, ad copy, design, targeting, A/B testing, etc.

3. Dependence on Platforms

Many measures run through third-party providers like Google or Meta - changes in algorithms or ad policies can significantly impact performance.

4. Data Protection & Tracking Restrictions

Due to data protection regulations (GDPR, ePrivacy, iOS tracking restrictions), gathering user data is becoming increasingly difficult.

Performance Marketing Strategy: Here’s How

1. Goal Definition

What do you want to achieve? (e.g., 1,000 newsletter sign-ups, 500 sales, 20% more app installs)

2. Target Audience Analysis

Who is the target audience? What needs, channels, and digital touchpoints are there?

3. Channel Selection

Which channels are best suited to reach the target audience?

4. Ad Design

Ads must stand out, communicate a clear benefit, and urge action (call to action).

5. Tracking & Setup

Google Analytics, Meta Pixel, conversion tracking: without technical setup, optimization and success measurement are hardly possible.

6. Testing & Optimizing

A/B tests, segment analyses, and continuous budget reallocations are crucial for long-term success.

Performance Marketing vs. Branding


Criterion

Performance Marketing

Branding

Goal

Measurable actions (click, purchase, lead)

Brand awareness, trust

Time Horizon

Short to medium-term

Long-term

Budget Focus

Direct performance

Long-term brand building

Measurability

High

Low (often indirect)

Channels

Search engines, social ads, affiliate, etc.

TV, print, PR, YouTube, branding campaigns

Ideally, both complement each other: Branding strengthens trust, while Performance ensures measurable results.

Conclusion

Performance Marketing is today a central component of modern marketing strategies. It allows companies of all sizes to deploy their budgets purposefully where they demonstrably have an impact. The data-driven approach, combined with flexible campaign management, ensures that resources are used efficiently – and that payment is only made for real results.

Those who want to succeed in Performance Marketing need a good understanding of target audiences, channels, data analysis, and creativity. The great strength lies in measurability and optimizability – but that also requires continuous attention, know-how, and technical setup.

Whether for lead generation, sales increase, or customer retention – Performance Marketing provides the right tools for concrete successes in the digital world.

Persona

Personas in Marketing – Making Target Groups Tangible

A persona is a fictional but realistic profile that describes a typical representative of a target group. In marketing, sales, and product development, it serves to better understand customer groups, anticipate their needs, and more effectively tailor communication and offerings. Personas are a central element of user-centered strategies – particularly in content marketing, UX design, and inbound marketing.

A well-developed persona includes far more than just demographic data. It encompasses among other things:

  • Name, Age, Profession, Education

  • Goals, Challenges, Wishes

  • Buying Behavior, Decision Processes

  • Media Usage and Information Sources

  • Typical Quotes or Statements

  • Values and Attitudes

Example: “Lisa, 35, Marketing Manager in a medium-sized company, uses LinkedIn for professional development, values efficiency, prefers digital solutions, and gathers information about purchasing decisions from industry blogs and recommendations.”

Through personalization, an emotionally tangible image of the target group emerges. Teams can better empathize with their customers, create more targeted content, and develop products and services precisely. Moreover, personas facilitate cross-departmental coordination – marketing, sales, and product management talk about the same “customer.”

Personas are ideally based on real data: customer interviews, surveys, web analyses, or CRM data. They should be regularly updated and adapted to market changes.

It is important to note: personas are not stereotypes. They should be representative and realistic – not idealized. Often, several personas are developed for different segments, e.g., decision-makers, users, or influencers in a B2B context.

In conclusion: personas make target groups tangible, foster empathy within the team, and enable more precise marketing measures – an indispensable tool in customer-oriented communication.

Personalization

Personalization in Marketing – Relevance Creates Impact

Personalization in marketing means tailoring content, offers, and communication specifically to individual people or specific target groups. The goal is to provide the customer with exactly what interests them in their current situation or what fits their behavior – thereby increasing relevance, engagement, and conversion.

In the digital world, customers are increasingly expecting tailored experiences. A personal address in the newsletter, product recommendations based on previous purchases, or dynamically adjusted website content are just a few examples of personalized marketing. Studies show: Personalized campaigns achieve higher open, click, and conversion rates than generic measures.

The foundation of personalization is data. Through CRM systems, web tracking, social media interactions, and purchase histories, companies gather valuable information about their customers. This data is used to form segments, plan individual customer journeys, or control automated marketing processes – e.g., through marketing automation tools like HubSpot, Mailchimp, or Salesforce Marketing Cloud.

A simple example: An online store sends a customer who recently bought running shoes targeted tips for care, suitable socks, or offers for running apparel. Another customer who abandoned their purchase receives a reminder or a voucher for reactivation.

It is important to handle data responsibly in accordance with the GDPR. Transparency, consent, and data protection must always be ensured.

Conclusion: Personalization is not a nice extra but a crucial success factor in modern marketing. It leads to better customer experiences, stronger brand loyalty, and more effective campaigns. Those who understand their customers and address them individually clearly stand out in the competitive landscape.

Pillar Page

Pillar Page – The Heart of an Effective Content Strategy

A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.

The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".

This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.

A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.

Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.

Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.

PIM system

PIM System - Central Management of Product Information

A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.

The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.

Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.

A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.

Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.

In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.

Post-Production

Post-Production – The Creative Finishing Touch After Filming

The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.

Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:

  1. Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.

  2. Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.

  3. Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.

  4. Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.

  5. Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.

  6. Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.

  7. Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.

Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.

In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.

Product Title

Product Title in Marketing – The First Impression Counts

Product titles are much more than mere labels in marketing – they are the first touchpoint between the product and potential customers. A good product title can capture attention, foster interest, and trigger the purchase impulse. Especially in e-commerce and on marketplaces like Amazon, eBay, or Etsy, product titles play a crucial role in visibility, click-through rate, and conversion.

An effective product title serves multiple functions:

  • Clarity: The title should clearly describe the product. Customers must immediately recognize what it is about.

  • Relevance: Important keywords – that is, terms customers are searching for – should be integrated to be better found in search engines and shop search functions.

  • Attractiveness: An appealing title emotionally engages the target audience and highlights the benefits.

  • Structure: Especially with extensive assortments, structured titles with defined components (e.g., brand, product type, main feature, size/color) are helpful.

Example: “Nike Air Max 270 Men's Sneakers – breathable, black, size 44”

This title contains the brand, model, target group, a benefit promise (breathable), the color, and the size – ideal for both humans and machines.

Errors to avoid: overly general terms, keyword stuffing, unnecessary special characters, or irrelevant information. Also, overly long titles can appear cluttered or be cut off in mobile views.

Product titles should be regularly reviewed and tested – for example, through A/B testing or performance analyses. Because small optimizations can have a big impact on click rates and sales.

Conclusion: The product title is a central element in the digital sales process. Those who formulate it precisely, search-engine-friendly, and target group-oriented secure decisive advantages in the competitive environment.

Website Programming

In digital marketing, the website is the central point of contact for customers, prospects, partners, and the public. It serves as a digital business card, sales platform, information source, and communication interface. To effectively fulfill these roles, it must not only be visually appealing but also function technically without issues. The website programming provides the foundation for this. This article will illuminate the role that programming plays in digital marketing, the requirements it must meet, and the technologies, methods, and trends involved.

1. The Role of the Website in Digital Marketing

The website is often the first point of contact between companies and their target audience. Almost every action in digital marketing—whether search engine advertising, social media campaigns, or email marketing—ultimately aims to drive visitors to the company's website.

A professional web presence can:

  • Build trust and increase credibility

  • Present products and services attractively

  • Generate conversions (e.g., purchases, contact inquiries, newsletter subscriptions)

  • Collect data for analysis and optimization (tracking, A/B testing)

  • Communicate brand identity

For all this to succeed, the website must be technically well-developed and strategically thought out.

2. What Does Website Programming Mean?

Website programming refers to the technical implementation of web designs and functions using programming languages and frameworks. It encompasses both the frontend (everything users see and interact with) and the backend (data processing, server logic, interfaces).

Frontend Programming

The frontend is responsible for presentation and interaction. Typical technologies:

  • HTML: Structuring of content

  • CSS: Design and layout

  • JavaScript: Interactive elements (e.g., sliders, pop-ups, animations)

  • Frameworks & Libraries: React, Vue.js, Angular, Bootstrap


Backend Programming

The backend processes forms, manages databases, and delivers content. Important technologies:

  • Programming languages: PHP, Python, Java, Ruby, Node.js

  • Databases: MySQL, PostgreSQL, MongoDB

  • Frameworks: Laravel (PHP), Django (Python), Express (Node.js)

  • APIs: Connecting external services (payment providers, CRM systems)

3. Requirements for a Marketing-Oriented Website

For a website to achieve its marketing goals, it must meet certain criteria. Mere functionality is not enough—performance, usability, and conversion optimization are crucial.

a) Search Engine Friendliness (SEO)

Already during programming, SEO-relevant aspects must be considered:

  • Clean, semantic HTML code

  • Fast loading times (page speed)

  • Responsive design (mobile optimization)

  • Structured data (Schema.org)

  • Meta tags, H1-H6 structure, alt texts

b) Conversion Optimization (CRO)

Technical measures to increase conversion rates:


  • Clearly visible call-to-actions (CTAs)

  • Easy-to-use forms

  • Logical user guidance (UX)

  • A/B testing possibilities

  • Tracking integration (Google Analytics, Tag Manager)

c) Security

Secure websites build trust and protect sensitive user data:

  • HTTPS encryption

  • Protection against SQL injection, XSS, CSRF

  • Secure forms and authentications

  • GDPR-compliant storage and processing of user data

d) Performance

Especially in the mobile arena, speed is crucial:

  • Compressed images and resources

  • Lazy loading

  • Caching mechanisms

  • Minimized code

4. CMS or Custom Programming?

An important decision in website development is the choice between a Content Management System (CMS) like WordPress or a custom development.

Advantages of CMS Systems (e.g., WordPress, Typo3, Joomla):

  • Faster development

  • Lower costs

  • Easy content editing by non-tech users

  • Large community, many plugins

Advantages of custom programming:

  • Maximum flexibility

  • Higher performance and security

  • Custom functions

  • Better scalability

The choice heavily depends on the project scope, budget, and long-term goals.

5. Responsive Design and Mobile First

Mobile usage dominates: over 60% of website traffic now occurs via smartphones and tablets. Therefore, website programming must follow the principle of “Mobile First”—which means:

  • Optimization for small displays and touch interaction

  • Mobile navigation (e.g., burger menu)

  • Adjusted loading times for mobile networks

  • Avoidance of non-mobile-compatible technologies (e.g., Flash)

Responsive design is implemented in HTML/CSS through media queries and is now standard.

6. Technical Tools for Marketing Integration

A modern website must not only look good but also integrate marketing tools:

  • Tracking & analysis: Google Analytics, Matomo, Hotjar

  • Tag management: Google Tag Manager for flexible integration of marketing scripts

  • CRM integration: Automatic data import into systems like HubSpot, Salesforce

  • Newsletter tools: Interfaces for Mailchimp, Brevo, CleverReach

  • Retargeting: Pixels from Facebook, Google Ads, etc.

The clean integration of these tools is part of the programming and a prerequisite for data-driven marketing.

7. Trends in Web Development for Marketing

The digital world is constantly changing. Here are some trends that significantly influence marketing:

a) Headless CMS

Separation of backend and frontend—content is provided via APIs, and the frontend is freely customizable. Advantage: more flexibility, performance, and cross-channel use.

b) Progressive Web Apps (PWA)

Websites with app features like offline use, push notifications, and fast loading times—perfect for mobile marketing strategies.

c) Serverless & JAMstack

Modern architecture with static pages, dynamic logic via APIs—fast, secure, and scalable.

d) Accessibility

Inclusive web design is becoming increasingly important—for both ethical considerations and legal compliance.

8. Conclusion

Website programming is a central component of digital marketing. It determines visibility, user-friendliness, conversion success, and scalability of marketing measures. Those who prioritize quality, performance, and strategy from the outset create a sustainable competitive advantage.

A modern website is not a static construct but a dynamic marketing tool that must be continuously analyzed, optimized, and developed—at the core of which lies thoughtful programming.

R

Rebranding

Rebranding refers to the strategic process by which a company, product, or brand receives a new appearance. This may involve the logo, name, colors, design, but also the positioning or brand message. The goal is to change the perception by customers, partners, or investors and make the brand more relevant, modern, or credible.

There are many reasons for a rebranding. It often occurs after mergers to unify several brands under a consistent appearance. Image problems, changing target groups, or new strategic directions can also be triggers. Technological changes, international expansion, or simply outdated designs are other typical reasons.

However, a rebranding is not a cosmetic intervention, but a complex process. It starts with a thorough analysis of the existing brand identity, target groups, and market environment. This is followed by the conception of a new brand strategy and creative implementation, for example, in the form of a new logo or slogan. Equally important is internal communication: employees must understand and embody the new brand to authentically represent it outwardly.

A successful rebranding combines continuity with innovation. It preserves the values and strengths of the old brand while not closing itself off from change. At the same time, it carries risks—especially when the change is not communicated understandably or is not accepted by customers.

Therefore, transparency is crucial: those who explain why something is changing and what benefits the change brings gain trust. Good rebranding strengthens the brand in the long term—both visually and emotionally.

dietz.digital has also just implemented a rebranding.

Editorial plan

In the fast-paced world of social media, thoughtful planning is the be-all and end-all of sustainable success. Companies, organizations, and even individuals who want to use social media strategically cannot do without a editorial plan. An editorial plan in social media is more than just a schedule – it is a tool for structuring content, organizing resources, and targeted communication with the target audience. This article explains what a social media editorial plan is, why it is important, how to create it, and what tools and best practices are available.

1. What is a social media editorial plan?

A social media editorial plan is a strategic planning tool that defines which content, when, on which channels, and with what goal will be published. It includes the planning of postings, stories, reels, videos, livestreams, and other formats over a defined period – usually weekly or monthly.

In addition to the content, details such as the following are often documented:

  • media used (e.g., image, video, link),

  • responsibilities within the team,

  • target audience,

  • call-to-action (CTA),

  • hashtags, and

  • publication time

are recorded.

2. Why is an editorial plan so important?

a) Consistency

Regular, planned content ensures recognizability, strengthens the brand, and keeps the community active.

b) Efficiency

Instead of daily ad-hoc posting, planning and preparation are bundled – saving time and resources.

c) Overview

A plan shows at a glance what happens when – ideal for coordination within the team or with clients.

d) Quality assurance

Through pre-planning, content can be checked, coordinated, and optimized before going live.

e) Goal orientation

A plan helps to keep communication goals in mind – whether it’s reach, interaction, or sales.

3. The fundamentals of an editorial plan

Before filling the calendar, a strategic foundation is needed. This should include the following points:

a) Target audience analysis

Who do I want to reach? What platforms does my target audience use? What content works?

b) Platform strategy

Different platforms require different approaches:

Instagram = visual, TikTok = short and entertaining, LinkedIn = professional, Facebook = community-oriented, etc.

c) Content pillars

Categories of content that occur regularly – e.g.:

  • Inform (industry news, tips)

  • Entertain (memes, quotes, storytelling)

  • Sell (product introductions, promotions)

  • Inspire (success stories, customer opinions)

  • Interact (polls, quizzes, comments)


4. How to create an editorial plan – step by step

1. Define the time period

Plan at least four weeks in advance; ideally, three months for a rough overview and one month worked out in detail.

2. Define goals

What should be achieved?

  • Increase reach

  • Increase follower count

  • Generate leads

  • Build image

  • Activate community

3. Determine channels

Examples:

  • Instagram

  • Facebook

  • LinkedIn

  • TikTok

  • Pinterest

  • YouTube

  • X (formerly Twitter)

4. Establish posting frequency

How often will posts be made on which channel? Example:

  • Instagram: 4 posts + 3 stories per week

  • LinkedIn: 2 posts per week

  • TikTok: 2 videos per week

5. Collect content ideas

Use brainstorming, keyword research, customer feedback, or content gap analyses.

6. Prepare content

  • Write texts

  • Create or choose images

  • Edit videos

  • Define hashtags and emojis

  • Provide links

7. Schedule posts

Enter all content into the editorial plan – including date, time, format, channel, responsibility, and status (planned / created / published).

5. Example of a social media editorial plan (excerpt)


Date

Channel

Format

Topic

Goal

Responsible

Status

01.06.25

Instagram

Image post

"Behind the Scenes"

Trust

Anna

planned

03.06.25

LinkedIn

Text/Link

Expert article on the industry

Expert status

Tom

in progress

05.06.25

TikTok

Video

Trend with product

Attention

Julia

published

07.06.25

Facebook

Poll

"What is your favorite?"

Engagement

Max

planned

6. Useful tools for planning and implementation

Planning tools

  • Trello or Asana – task planning in the team

  • Excel or Google Sheets – simple, flexible spreadsheet solution

  • Notion – versatile and individually customizable

Automation and Publishing

  • Meta Business Suite (Facebook, Instagram)

  • Later – visual planning and scheduling

  • Hootsuite – multichannel tool

  • Buffer – simple management of multiple accounts

  • Canva Pro – combined planning & design

  • HubSpot – CRM integration

7. Best practices for the editorial plan

a) Maintain flexibility

A plan is not a rigid construct. Current events or trends may require spontaneous changes.

b) Recycle content

A blog post can be used as an info post, story, quote graphic, or video on various channels.

c) Integrate analysis

Regularly incorporate performance data:

  • Which content performed well?

  • What received many comments?

  • When was the best posting time?

This allows the plan to be continuously optimized.

d) Establish editorial rounds

Regular meetings within the team provide fresh ideas, quality assurance, and clarity of responsibility.

8. Common mistakes and how to avoid them

❌ Posting too much at once

Instead of quantity, relevance counts. Better to post less but targeted and high-quality content.

❌ Missing target audience engagement

If content is not adjusted to the needs of the target audience, it loses its effectiveness.

❌ No call-to-action

"What should the user do?" – Always set a clear call to action!

❌ Only promotional instead of value-oriented

80% content with value, 20% advertisement – this rule of thumb pays off in the long term.

9. Conclusion

A social media editorial plan is the backbone of successful digital communication. It creates structure, saves time, and increases the quality of content. Whether small business, corporation, or individual – anyone looking to build their social media activities sustainably and purposefully should not operate without a plan.

A good editorial plan is strategic, realistic, target audience-oriented, and dynamically. It grows with the brand, the team, and experiences. It is not an end in itself, but a central tool on the path to more visibility, interaction, and success on social media.

Reels

In the world of digital marketing, video formats are becoming increasingly important. In particular, Reels, the short video format from Instagram (now also available on Facebook), have become a powerful tool for brands, companies, and content creators. Originally introduced as a response to TikTok, Reels are now a central component of many social media strategies. This article highlights why Reels are so effective in digital marketing, how to use them strategically, and what best practices to consider.

1. What are Reels?

Instagram Reels are vertical short videos with a length of up to 90 seconds (formerly 15 to 60 seconds), which can be created and edited directly within the Instagram app. They offer a variety of creative options through:

  • Music and sound effects

  • Filters and augmented reality elements

  • Text overlays

  • Slow motion and cuts

  • Transitions and stickers

Reels appear in one's own feed, on the Reels discovery page, and in the Explore section, which can give them a high organic reach.

2. Why are Reels so important in Digital Marketing?

a) High Reach

Instagram actively promotes Reels within its algorithm. Users who regularly post Reels can significantly increase their organic visibility – even without paid advertising.

b) Strong User Engagement

Short, entertaining videos particularly attract younger target groups. They offer high interaction rates (likes, comments, shares, saves).

c) Storytelling Potential

Reels allow brand messages to be told in a creative and emotional way – ideal for Brand Building.

d) Competitiveness

Reels are now part of a modern content strategy. Those who do not use them lose presence against competitors.

3. Reels vs. Other Formats


Format

Duration

Purpose

Platform Distribution

Reels

15–90 seconds

Reach, storytelling

Instagram, Facebook

TikTok Videos

up to 10 minutes

Entertainment, virality

TikTok

YouTube Shorts

up to 60 seconds

Visibility, branding

YouTube

Story

15 seconds (single clip)

Everyday, intimacy, timeliness

Instagram, Facebook, Snapchat

Feed Post

unlimited

Information, evergreen

Instagram, Facebook

Conclusion: Reels combine the advantages of TikTok videos (speed, entertainment) with the brand advantage of Instagram (existing community, integration into one's profile).

4. Use Cases for Reels in Digital Marketing

a) Product Presentations

Reels can stage new products emotionally – e.g., in 15 seconds with music, cuts, and a wow effect.

b) Behind-the-Scenes

Transparency builds trust. Show your team, processes, or everyday work life.

c) Tutorials & How-tos

Simple instructions, tricks, or tips in a compact form enhance value and promote engagement.

d) Customer Opinions & Testimonials

Show real users sharing their experiences – authentic and credible.

e) Entertainment & Trends

Use viral sounds, memes, or challenges to build reach in an entertaining way.

f) Events & Promotions

Reels are perfect for highlighting upcoming events, discounts, or campaigns.

5. Best Practices for Successful Reels

1. Capture Attention in the First 3 Seconds

Use a strong opening: question, hook, surprise – otherwise, users will swipe away.

2. Use Vertical Format & Fullscreen

Reels should be created in 9:16 format – optimized for smartphones.

3. Text Overlays & Subtitles

Many users watch without sound. Text increases understandability and accessibility.

4. Use Trendy Sounds

Using current music or audio trends can greatly enhance visibility.

5. Include a CTA

Whether "Link in Bio", "Comment Now" or "Save for Later" – Reels should include a call to action.

6. Reuse & Crosspost

Use Reels on TikTok, Facebook, or YouTube Shorts as well – paying attention to platform specifics.

6. Reels and the Algorithm

Instagram favors Reels that:

  • achieve high view numbers and watch time

  • are frequently liked, commented, or shared

  • contain original content (no reposts from TikTok with watermarks)

  • use relevant hashtags

  • are posted regularly (at least 2–3 times a week)

Tip: Publish Reels at times when your target audience is particularly active – this increases the likelihood of viral spread.

7. Reels as Part of the Content Strategy

Individual Reels are good, but a consistent Reels concept is better. This requires:

  • Content pillars (e.g., info, entertainment, brand)

  • Editorial plan with topics and publication dates

  • Recurring formats (e.g., "Friday Facts", "Monday Motivation")

  • CI-compliant design: logo, color world, typography

It is important to connect with other measures – such as email marketing, the website, or e-commerce.

8. Reels Ads: Reels as an Advertising Format

Since 2021, Reels can also be used as paid advertisements. The advantages:

  • Placement in the Reels feed of potential customers

  • Interactive functions remain (like, comment, share)

  • Targeting specific audiences like other Instagram Ads

Ideal for:

  • Building reach

  • App downloads

  • Product launches

  • Event promotions

Keep in mind: The style should appear organic – like a "normal" Reel and not like a classic commercial.

9. Key Performance Indicators (KPIs) for Reels

The most important metrics for evaluating Reels in marketing are:

  • Views – How many times was the video viewed?

  • Watch Time – How long do users watch the Reel on average?

  • Engagement Rate – Sum of likes, shares, comments, saves

  • Follower Growth – Did the Reel bring in new followers?

  • Traffic & Conversions – Does the Reel lead to website visits or purchases?

Tip: Use Instagram Insights or external tools (e.g., Hootsuite, Later) for detailed analyses.

10. Challenges & Tips

❌ Mistake: Appearing Too Promotional

Users expect entertainment. Advertising should be subtly packaged – e.g., in the form of a storytelling reel.

❌ Mistake: No Recognizability

Pay attention to branding elements to link your Reels with your brand.

❌ Mistake: No Consistency

One viral reel doesn’t do much. What matters is regularity and strategy.

✅ Tip: Encourage Reactions

Ask questions, engage the community ("Your turn!", "What do you think?"), encourage interaction.

✅ Tip: Learn from Competitors

Observe successful creators or competitors – what works for them?

Conclusion: Reels – A Must-Have in Modern Marketing

Reels are more than just a trend – they are a powerful instrument in the digital marketing mix. With minimal effort, creative content with high reach can be produced. For businesses and brands, they provide the opportunity to present themselves as approachable, creative, and authentic.

Those who use Reels regularly and strategically benefit from:

  • more visibility

  • higher engagement

  • better customer loyalty

  • modern image

Whether fashion brand, craft business, or software company – Reels work in almost every industry. The prerequisite is a thoughtful concept, continuous implementation, and the willingness to engage with a dynamic format.

Reach

Reach is a central concept in marketing and describes the number of people who are potentially or actually reached by a specific advertising message, post, or campaign. It indicates how many people have perceived a brand, a product, or information – whether through social media, email, websites, print media, or other channels.

One distinguishes between organic reach and paid reach.

  • Organic reach arises from unpaid content, e.g. social media posts, blog articles, or recommendations. It usually grows more slowly, but is often more credible.

  • Paid reach is generated through advertising (e.g. Google Ads, Facebook Ads). It can quickly achieve high reach, but is associated with costs and requires good targeting.

Another important concept is viral reach, where content finds a large, often unexpected distribution through sharing, liking, or commenting. This form plays a significant role in social media marketing.

However, reach alone is not a guarantee of success. Decisive is the qualitative reach – whether the right target groups are being addressed. A post with high reach but without engagement or conversion brings little value. Therefore, reach is often considered together with other metrics like impressions, click-through rate (CTR), or engagement rate.

For companies, the continuous increase of reach is an important goal to build brand awareness, acquire customers, and secure competitive advantages. Strategies for increasing reach include, among others, content marketing, search engine optimization (SEO), influencer collaborations, or targeted advertising campaigns.

In short: Reach is the foundation of every successful marketing communication – but only effective when used purposefully and sensibly.

Responsive

Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.

ROI

ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.

S

Sales Strategy

A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.

Salesforce

Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT) – The Real Product Experience After Purchase

The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.

In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.

Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.

For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.

Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.

Semrush

In today's digital world, it is essential for businesses to be visible online. The competition is fierce, and without an effective search engine optimization (SEO) strategy and paid advertising, potential customers will pass by your website. This is where Semrush comes into play – a powerful all-in-one tool that helps marketers, SEO specialists, content creators, and businesses analyze, improve, and expand their online presence.

What is Semrush?

Semrush is a SaaS platform (Software as a Service) founded in 2008. Originally launched as an SEO tool, Semrush has evolved into a complete marketing solution over the years. The platform offers over 55 tools for various areas of digital marketing, including:

  • SEO (Search Engine Optimization)

  • Content Marketing

  • Competitive Analysis

  • PPC (Pay-per-Click)

  • Social Media Management

  • Market Research

  • PR and Link Building

With a database of over 25 billion keywords, 43 trillion backlinks, and access to data from over 140 countries, Semrush is one of the most comprehensive tools on the market.

Key Features of Semrush

1. Keyword Research

Keyword research is at the heart of any SEO strategy. With Semrush, users can:

  • Analyze search volume, competition, and CPC (Cost-per-Click) for keywords

  • Get keyword suggestions for long-tail keywords

  • Identify questions and related search queries

  • Track search trends over time

Especially helpful is the Keyword Magic Tool, which provides thousands of ideas based on a main keyword – including filters by search intent, language, competition, and more.

2. Competitive Analysis

Semrush allows for deep insights into competitors' strategies. Through the Domain Overview Tool, users can analyze metrics such as:

  • Organic Traffic

  • Paid Traffic

  • Backlink Profile

  • Top Keywords

  • Visibility in Search Engines

This enables quick recognition of how competitors perform in search engines – and which keywords or content work well for them.

3. On-Page SEO and Website Audit

A technically sound website is crucial for good SEO. Semrush offers comprehensive site audits that uncover hundreds of technical errors, warnings, and suggestions, including:

  • Loading Times

  • Broken Links

  • Duplicate Content

  • Meta Tags and Alt Texts

  • Indexing Issues

After the scan, users receive concrete recommendations for addressing the issues.

4. Backlink Analysis and Link Building

Backlinks are a central ranking factor. Semrush analyzes a domain's backlink profile and provides information on:

  • Number and quality of incoming links

  • Referring Domains

  • Anchor Texts

  • New and Lost Links

The Link Building Tool assists in actively building backlinks, e.g., through targeted outreach campaigns.

5. Content Marketing Toolkit

Content marketing is closely linked to SEO. Semrush offers tools to assist in all phases of the content lifecycle:

  • Topic Research: Idea generation based on current trends

  • SEO Content Template: Guidelines for optimal content creation

  • Writing Assistant: Artificial intelligence to analyze text quality and SEO fit

  • Content Audit: Analysis of existing content regarding performance

These tools particularly help content teams create content that appeals to both users and search engines.

6. PPC and Ads Analysis

In addition to organic search, Semrush also supports the optimization of paid advertising. Features include:

  • Keyword Research for Google Ads

  • Analysis of competitors' ads

  • CPC Estimation

  • Ads Preview

  • Creation of Ad Texts

This not only saves budget but also helps target relevant audiences more effectively.

7. Social Media Management

With Semrush's Social Media Toolkit, users can:

  • Plan and publish posts on multiple platforms (e.g., Facebook, Instagram, LinkedIn)

  • View performance data (reach, engagement, follower growth)

  • Compare competitors on social media

Thus, Semrush also offers centralized control for social media activities – directly from the dashboard.

Pricing Models and Target Groups

Semrush offers three main plans:

  1. Pro – for freelancers and small teams

  2. Guru – for small and medium-sized businesses and agencies

  3. Business – for large companies with extensive requirements

All plans provide access to the essential tools but differ in data volume, user count, and advanced features such as historical data or content marketing modules.

A free trial allows interested parties to try Semrush before purchasing.

Advantages of Semrush

  • Extensive Data Base: Very precise and comprehensive SEO and marketing data

  • All-in-One Solution: No need to combine multiple tools

  • Regular Updates: Continuous additions and new features

  • Reliable Support: Tutorials, webinars, help center, and live support

  • Good User Interface: Intuitive and clear, even suitable for beginners

Disadvantages of Semrush

  • Cost: Relatively expensive compared to simple SEO tools

  • Complexity: The array of features can be overwhelming at first

  • Limitations on Lower Plans: Limited number of projects or reports

Conclusion: Who is Semrush Suitable For?

Semrush is suitable for:

  • SEO Professionals and Agencies who need detailed analyses and reports

  • Marketing Teams that want to work cross-channel (SEO, PPC, Social Media)

  • Content Strategists who wish to plan and optimize content based on data

  • Entrepreneurs and Startups aiming to grow strategically and improve their online strategy

For absolute SEO beginners, Semrush may initially seem complex, but with many training materials and its clearly structured setup, onboarding is quite feasible.

Summary

Semrush is much more than a SEO tool – it is a comprehensive platform for digital marketing. With its diverse functions and data sources, it is a valuable companion for anyone looking to be visible and successful on the internet. Despite the price, Semrush offers high value, especially through time savings, efficiency, and well-founded decision-making. Additionally, Semrush is continually being expanded for GEO.

dietz.digital works intensively with Semrush and offers full expertise on all topics related to this tool and opportunities in digital marketing as a Semrush partner.

SEO

SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.

SEO is divided into three main areas:

On-Page SEO

This involves everything that happens directly on the website. This includes:

  • Content: High-quality, relevant, and well-structured content that answers user questions.

  • Keywords: Important terms that users search for are targeted and integrated.

  • Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).

  • Meta Tags: Optimized titles and descriptions that are displayed in search results.

  • Pillar Page: Gateway page for overarching SEO content

Off-Page SEO

This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.

Technical SEO

This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.

SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.

In short:

SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.

Visibility

Visibility – The Key to Digital Success

Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.

A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.

Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.

But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.

Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.

Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.

Master data

Master data is fundamental, long-term valid information that is used in companies to identify and describe objects, people, or processes. It forms the basis for many business processes and remains stable over longer periods of time, in contrast to transactional data. Typical examples of master data include customer data (name, address, contact information), supplier data, product data (description, price, dimensions), or employee master data.

The quality of master data is crucial for the smooth running of operational and strategic business processes. Incorrect, duplicate, or outdated master data can lead to process disruptions, wrong decisions, or economic losses. Therefore, professional master data management is of great importance. It includes the maintenance, validation, standardization, and regular review of the data.

An important component is the unique identification – for example, through customer numbers, material numbers, or employee numbers. This allows data to be systematically collected, processed, and analyzed. Particularly in ERP systems (e.g., SAP), master data plays a central role, as almost all modules access it.

Moreover, master data gains strategic importance through digitalization and automation. They enable personalized offers, data-driven decisions, and optimized supply chains. At the same time, the complexity increases: master data must be consistent across the company and often even uniform internationally.

The maintenance of master data is not only a technical challenge but also an organizational one. It requires clear responsibilities, well-defined processes, and suitable systems. Only in this way can companies ensure that their data foundation remains robust, up-to-date, and usable – a crucial competitive advantage in data-driven markets.

Stories

In a world where users are confronted with thousands of pieces of information every day, it is crucial to create content that captures attention – and holds it. Stories have become one of the most effective formats in digital marketing today. They provide brands with the opportunity to communicate with their audience in an authentic, emotional, and interactive way. Particularly due to their short lifespan and placement at the top of social media apps, they are ideally suited to interact with target audiences on equal footing.

In this article, you will learn how stories work in digital marketing, why they are so effective, and how you can use them strategically.

1. What are Stories?

Stories are short, vertical content (usually videos or images) available on platforms like Instagram, Facebook, WhatsApp, LinkedIn, Pinterest, or TikTok. They typically disappear after 24 hours, but can remain visible longer through features like highlights or saved story archives.

Features of Stories:

  • Duration: typically 15 seconds per segment

  • Format: 9:16 vertical format

  • Content: videos, photos, text, emojis, links, music

  • Function: insights, interaction, entertainment, advertising

  • Platforms: Instagram, Facebook, WhatsApp, LinkedIn, TikTok (similar formats)


2. Why Stories are So Important in Digital Marketing

a) Instant Attention

Stories appear at the top of social media apps and are often viewed by users first – even before the actual feed.

b) Authenticity

Stories often seem more spontaneous and genuine than traditional posts. This builds trust in the brand and creates closeness.

c) Interactive Features

Questions, polls, quizzes, votes, swipe-up links (or link stickers) – all of this promotes engagement and interaction with the community.

d) Urgency Through Time Limitation

The 24-hour availability creates FOMO (“Fear of Missing Out”) – users don’t want to miss anything.

e) Low Production Barrier

Stories don’t need to be perfect – a mobile video is often enough. This lowers the entry barrier for companies and brands.

3. Use Cases for Stories in Marketing

1. Presenting Products

With short clips or boomerangs, products can be shown in everyday situations – ideal for an authentic brand experience.

2. Behind-the-Scenes Content

Show insights into daily work life, production, or events – this conveys transparency and builds trust.

3. Announcements and Teasers

Whether it's a product launch, a new collection, or a discount campaign – stories are perfect for building excitement.

4. Interactive Community Elements

Ask questions, conduct polls, or incorporate quiz stickers – this fosters viewer engagement.

5. Share User Generated Content

Share story contributions from customers (with their consent) to support your brand through real experiences.

6. Story Series or Tutorials

Use multiple slides to tell stories in series form: e.g., “5 Tips in 5 Days,” “Mini Recipe Series,” “Q&A about the Brand.”

4. How to Create Good Stories

a) Strong Opening

The first few seconds are crucial. Use eye-catching colors, surprising statements, or questions to grab attention.

b) Clear Goal

What do you want to achieve? Reach, interaction, clicks? Every story should have a clear goal and a call to action.

c) Don’t Forget Branding

Subtly integrate your logo, brand colors, or fonts into your stories – this increases recognition value.

d) Use Music and Sound Purposefully

Music underscores the emotion of the content. Use suitable sounds or voiceovers to make your content more lively.

e) Vertical Thinking

Stories are mobile-optimized content – so don’t recycle landscape videos. Use the entire vertical format for your content.

5. Story Highlights – Making Content Permanently Visible

Stories can be permanently saved on the profile through highlights. These are perfect for:

  • Answering FAQs

  • Showing product information or categories

  • Making events or campaigns visible in the long term

  • Presenting testimonials and customer feedback

  • Sharing company values or team introductions

Structure your highlights by topics and design them in a uniform style – this makes you appear professional and trustworthy.

6. Measuring Success: Metrics for Stories

The most important metrics for story performance are:

  • Impressions: How often was the story seen?

  • Reach: How many users viewed the story?

  • Responses: Number of reactions via direct message

  • Next Clicks: How many clicked to the next story?

  • Drop-Offs: How many left the story?

  • Interactions with Stickers: Clicks on polls, links, quizzes, etc.

Tools like Instagram Insights, Facebook Creator Studio, or third-party tools like Later, Hootsuite, or Metricool assist in evaluation.

7. Best Practices and Tips

  • Post Regularly, e.g., 3–5 stories per day, to stay in memory.

  • Variety is key: Show different content and use all available tools (stickers, music, text).

  • Storytelling Rather than Advertising: Tell small stories instead of flat advertising messages.

  • Link Smartly: Direct interested parties to the shop, blog, or newsletter sign-up.

  • Use Peak Times: Post at times when your target audience is active.

8. Paid Stories – Advertising in Story Format

In addition to organic stories, companies can run story ads. These appear between other users’ stories and can be targeted.

Advantages of Story Ads:

  • Seamless Integration into user behavior

  • Target Audience Specific Targeting like other Facebook/Instagram campaigns

  • Swipe-Up Function / Link Sticker to the website, landing page, or shop

  • Ideal for quick conversions, awareness, or traffic

It is important that story ads do not look like traditional advertising – they should visually and content-wise align with organic stories.

9. Platform Differences: Stories on Different Networks


Platform

Special Feature

Instagram

Largest reach, many interaction possibilities

Facebook

Similar to Instagram, older target audience

WhatsApp

More private communication, ideal for small businesses

LinkedIn

Less widespread, more for B2B insights (stories function has been discontinued)

TikTok

No classic story format, but similar short formats

Pinterest

“Idea Pins” as story-like content

10. Challenges and Common Mistakes

❌ Too Much Text

Stories are fast-paced – keep text short, clear, and big.

❌ Unstructured Approach

Guide your viewers through a clear story or structure.

❌ Only Advertising

Too many promotional contents can deter viewers. Value is crucial.

❌ No Interaction

Those who do not use polls, questions, or links miss the potential for engagement and conversion.

Conclusion: Stories are More than a Trend

Stories are a central element of modern brand communication. They enable real closeness to the target audience, promote interaction, increase brand loyalty, and can achieve concrete conversions – from website visits to product purchases.

Whether a large corporation or a small start-up: Those who strategically, regularly, and creatively use stories create a strong foundation for sustainable success in digital marketing.

T

Targeting

Of course! Here is a detailed text with around 1,000 words on the topic of Targeting in Digital MarketingThe essence of digital marketing is to deliver relevant content to the right people at the right time. The digital world offers advertisers unprecedented opportunities to specifically and individually address potential customers. This targeted addressing of target groups is called Targeting. It is one of the most important success factors in online marketing – from social ads to search engine ads and display campaigns.

In this article, we explain what targeting means in digital marketing, what forms it takes, how it works, and what best practices companies should consider.

1. What is Targeting in Digital Marketing?

Targeting refers to the precise alignment of advertising measures to specific target groups. It enables marketers to show ads only to users who are highly likely interested in a product or service. The goal is to minimize waste and maximize relevance.

Instead of broadcasting ads indiscriminately, targeting relies on data – for example, demographic characteristics, interests, behaviors, or location. The idea behind it: The better I know my target audience, the more efficient and successful my advertising will be.

2. Why is Targeting So Important?

In today’s flood of information, people are constantly surrounded by content. It is even more crucial to display only relevant content at the right time. Without targeting, companies risk:

  • high waste (target groups outside the area of interest)

  • low conversion rates

  • wasted budgets

  • lost reach

Proper targeting, on the other hand, ensures:

  • higher efficiency

  • better performance

  • personalized user experiences

  • stronger customer loyalty

3. The Main Types of Targeting at a Glance

a) Demographic Targeting

This targets individuals based on classical demographic characteristics:

  • Age

  • Gender

  • Marital Status

  • Income

  • Education

  • Occupation

Example: A baby product brand targets its advertising to women aged 25 to 40.

b) Geographic Targeting (Geo-Targeting)

Target groups are segmented based on their location – from country down to postal code.

Example: A restaurant advertises its lunch specials only within a 5 km radius.

c) Interest-Based Targeting

Platforms like Facebook, Instagram, or TikTok analyze user behavior to draw conclusions about interests.

Example: An online store for sportswear targets its advertising to people interested in fitness, outdoor activities, or running.

d) Behavioral Targeting

Here, data on online behavior is included: visited websites, click behavior, purchase history, app usage, etc.

Example: Someone who regularly reads travel blogs receives ads for flights or hotels.

e) Retargeting (Remarketing)

Users who have previously interacted with a company (e.g. website visit, cart abandonment) are specifically targeted again.

Example: A user forgot a pair of shoes in their cart – later they see an ad for that exact product.

f) Lookalike/Similar Audience Targeting

Based on existing customer data, a "similar audience" is created. These individuals share similar characteristics and behaviors with existing customers.

Example: Facebook finds users who resemble the most loyal customers of an online store.

g) Contextual Targeting

This relates to the environment in which an ad is placed. Ads are shown on pages with specific thematic content.

Example: An insurance provider places its banners on blogs about finance or travel.

h) Device and Platform Targeting

Advertising can be displayed depending on the end device (smartphone, tablet, desktop), operating system, or even browser.

4. Targeting on Different Platforms

► Google Ads

  • Target groups based on keywords, interests, purchase intent, or remarketing

  • Audience segments in the Google Display Network (GDN) or YouTube

► Meta (Facebook & Instagram)

  • Very precise targeting based on interests, behavior, location, age, gender

  • Custom Audiences & Lookalike Audiences

► LinkedIn Ads

  • Specifically for B2B

  • Targeting based on industry, profession, hierarchy level, company size, etc.

► TikTok Ads

  • Target audiences based on behavior, interests, and video interactions

5. Data Protection and Ethical Boundaries

With the increasing use of user data comes greater responsibility. The GDPR (General Data Protection Regulation) in Europe regulates how personal data can be used.

Important points:

  • Consent required for tracking (e.g., via cookie banners)

  • Transparency about stored data

  • Option for data deletion and access

Ethically, it’s important: Targeting must not be discriminatory or manipulative. Also, sensitive data categories such as religion, health, or political views should be handled with care.

6. Challenges in Targeting

❌ Data Quality

Missing or outdated data leads to poor audience targeting.

❌ Over-Targeting

Too many restrictions can severely limit reach and increase costs per click.

❌ Ad Fatigue

If the same target group sees the same ad too often, its effectiveness decreases – maintaining the right frequency helps here.

❌ Dependence on Third-Party Platforms

Apple's iOS tracking restrictions (App Tracking Transparency) and the end of third-party cookies significantly change the targeting landscape.

7. Best Practices for Successful Targeting

Audience Analysis in Advance

Understand your ideal customers – through market research, CRM data, personas, or web analytics.

Testing and Optimizing

Create A/B tests with different targeting options and regularly analyze performance.

Synchronize Content and Targeting

Relevant content is only successful when it fits the target audience. Not only show "who," but also "what."

Cross-Channel Strategy

Utilize different platforms – with specific targeting for each channel.

Respect Data Protection

Ensure transparency and trust – this is also part of sustainable marketing.

8. The Future of Targeting: AI, Data & Privacy

The future lies in Artificial Intelligence (AI) and Predictive Analytics: systems that learn independently from data which target groups respond best to which content. At the same time, awareness of data sovereignty and privacy-by-design is growing.

Future targeting strategies will increasingly focus on:

  • First-party data (e.g., from own apps, stores, or newsletters)

  • Contextual targeting as an alternative to tracking

  • Consent-based models (transparency instead of surveillance)

Conclusion: Targeting is Not a Luxury, but a Necessity

In digital marketing, targeting is an indispensable tool to execute relevant, effective, and efficient campaigns. Those who know and understand their target audience can create personalized experiences, avoid waste, and make the marketing budget go further.

However, targeting is not automatic: it requires good data, strategic thinking, continuous optimization, and ethical responsibility. Then it becomes a true success factor in the digital marketing mix.

TCO

TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.

Template

Templates in Marketing – Efficiency through Structure and Reusability

A template (German: Vorlage) is a pre-made, reusable format that specifies structure, design, and content elements. In marketing, templates serve to standardize processes, save time, and ensure a consistent brand image across all channels.

Templates are used in numerous areas:

  • Email Marketing: Templates for newsletters or automated campaigns enable consistent design and facilitate the production of regularly published content.

  • Social Media: Designs for Instagram posts, LinkedIn graphics, or Facebook banners ensure recognition and save design effort.

  • Landing Pages: Pre-made page layouts with placeholders for headlines, CTAs, and images speed up the creation of campaign-specific pages.

  • Presentations & Pitch Decks: Uniform PowerPoint or Google Slides templates convey brand identity even in internal and external communication.

  • Content Formats: Templates for blog articles, white papers, or case studies help in the consistent structuring of editorial content.

The great advantage of templates lies in their efficiency increase. Teams do not have to start from scratch each time but can rely on proven, tested formats. At the same time, templates ensure that corporate design, language, and tone are adhered to – especially important in larger organizations or with multiple parties involved in the marketing process.

Modern tools like Canva, HubSpot, Mailchimp, or Adobe Express provide pre-made templates or allow creating custom templates and sharing them within the team. It is important that templates should be flexibly adaptable to allow for creative freedom and not come across as impersonal.

Conclusion: Templates are a valuable tool in everyday marketing. They combine efficiency with brand strength – and help maintain quality and consistency across all measures.

Tone of Voice

In today's digital age, where customers are confronted with a flood of information every day, it is no longer enough to simply what a brand says – what matters is how it says it. The so-called Tone of Voice (TOV), or the style or tone of a brand's communication, has become an important tool in marketing. It significantly influences the perception, recognition, and credibility of a brand.

A clearly defined Tone of Voice helps convey the brand identity consistently across all channels, build trust, and connect emotionally with the target audience.

What is the Tone of Voice?

The Tone of Voice refers to the way a brand communicates – both in terms of language and style. It is not about content, but about form. It involves word choice, sentence structure, style, tonality, rhythm, and the emotional level of a message.

Examples:

  • Factual and professional (e.g., for an insurance company)

  • Casual and humorous (e.g., for a start-up)

  • Inspiring and motivating (e.g., for a fitness brand)

  • Luxurious and exclusive (e.g., for a fashion brand)

The Tone of Voice reflects the personality of the brand – and ensures that it appears recognizable and authentic.

Why is the Tone of Voice so important in marketing?

1. Strengthening brand identity

The Tone of Voice gives the brand a distinctive voice. This creates a coherent brand image that is consistent both externally and internally.

2. Audience engagement

A well-chosen linguistic style directly addresses the target audience – emotionally and on an equal footing. It creates closeness, trust, and relevance.

3. Differentiation from the competition

Products and services are often interchangeable – but the tone is not. The Tone of Voice can be a crucial differentiating factor.

4. Trust and credibility

A consistent communication style appears professional and trustworthy. An inconsistent or inappropriate tone, on the other hand, can create confusion and rejection.

Components of a Tone of Voice

A complete Tone of Voice concept includes several levels:

1. Language style

  • Simple or complex?

  • Formal or colloquial?

  • Active or passive?

2. Tonality

  • Warm, friendly, empathetic?

  • Factual, matter-of-fact, informative?

  • Provocative, cheeky, ironic?

3. Attitude and values

  • Optimistic or critical?

  • Approachable or distant?

  • Goal-oriented or inspiring?

4. Typical formulations

  • Which terms are preferred?

  • Are there fixed phrases or claim structures?

  • Which words should be avoided?

Examples of Tone-of-Voice styles

Brand

Tonality

Effect

IKEA

Casual, personal, pragmatic

Customer proximity, everyday friendly

Apple

Minimalistic, clear, inspiring

High quality, innovation

Nike

Motivational, energetic, emotional

Sportiness, determination

Haribo

Childlike, playful, cheerful

Family-friendly, fun-oriented

Volkswagen

Trustworthy, down-to-earth

Quality, German engineering

How to develop the right Tone of Voice?

Developing an appropriate Tone of Voice is a strategic process that involves several steps:

1. Analyze brand identity

What is the brand's mission? What values does it represent? How should it be perceived?

2. Understand the target audience

What language does the target audience speak? How do they communicate in everyday life? What tonality matches their needs and expectations?

3. Compare competitors

How do comparable brands communicate? Where is there potential for differentiation?

4. Define brand personality

It often helps to describe the brand as a person:

  • Would it be more of a creative rebel or a conservative advisor?

  • Would it use informal or formal address?

  • Would it be loud or rather reserved?

5. Formulate Tone-of-Voice guidelines

A Tone-of-Voice-Guide concretely describes how the brand voice expresses itself – with examples, rules, and application guidelines.

The Tone-of-Voice Guide: What should it include?

A good TOV guide typically contains:

  1. Short description of the brand


    • Mission, vision, values


  2. Basic tonal direction


    • E.g., "Our brand communicates directly, emotionally, and motivatingly."


  3. Do's and Don'ts


    • Exemplary formulations

    • Words or stylistic elements to be avoided


  4. Examples for various channels


    • Email communication

    • Social media

    • Website texts

    • Brochures or presentations


  5. Comparisons: wrong vs. right


    • E.g., "Dear customer" vs. "Hello! Nice to see you here."

Tone of Voice in practice

Social Media

Here, a casual, authentic tone is often required. Brands can sound "more human" here – sometimes even with humor or irony.

Customer Support

Empathy and willingness to help are paramount. The tone should be calming, understandable, and solution-oriented.

Email Marketing

Depending on the recipient, the tone can be more personal or formal. A clear, understandable language with direct address is important.

Website and product texts

The Tone of Voice should build trust and reflect the brand values – from the homepage claim to the product description.

Challenges with Tone of Voice

  • Channel dependence: One tone does not fit all platforms equally well. Adjustments are needed without losing the brand voice.

  • Internationalization: The Tone of Voice needs to be localized – cultural differences in tonality and style must be considered.

  • Employee training: Everyone who speaks on behalf of the brand must know and be able to apply the tonality.

  • Authenticity: The tone must not come across as forced or artificial – otherwise, the brand will lose credibility.

Criteria for a strong Tone of Voice

  • Recognizable – one recognizes the brand even without a logo.

  • Consistent – same tonality across all touchpoints.

  • Target audience-oriented – speaks the language of customers.

  • Flexible – adapts to the medium and context.

  • Authentic – appears credible and appropriate for the brand.

Conclusion

The Tone of Voice is much more than a linguistic style – it is an expression of brand personality. In a world where the first impression often occurs digitally, the tone determines whether a brand is perceived, liked, or ignored. Companies that invest in a clear, consistent, and target audience-oriented Tone of Voice not only strengthen their communication – they strengthen their entire brand.

Because people do not just buy products. They buy brands, attitudes, and emotions. And these are transported – alongside images – primarily through language. The Tone of Voice is the voice that brings the brand to life.

Trend analysis

In an increasingly dynamic and digitized world, it is essential for companies to recognize and respond to current developments early on. The trend analysis in marketing serves this very purpose: it identifies, evaluates, and interprets changes in consumer behavior, technological advances, societal trends, and economic conditions. The goal is to make informed strategic decisions, unlock innovation potential, and secure competitive advantages.

What is trend analysis in marketing?

Trend analysis in marketing is a systematic process for observing and evaluating developments that can sustainably influence consumer behavior or the market. These trends can come from various areas, such as technology, society, the environment, the economy, or politics. Unlike short-term fads, marketing trend analyses aim at longer-term, structural changes.

Objectives of trend analysis

The main objectives of trend analysis in marketing are:

  1. Early detection: Recognizing potential changes in the market environment in a timely manner.

  2. Strategic planning: Using trends as a basis for forward-looking marketing strategies.

  3. Innovation promotion: Developing new product and service ideas.

  4. Risk minimization: Avoiding misinvestments through better market understanding.

  5. Customer centering: Deepening understanding of changing needs and expectations of target groups.

Types of trends

Trends can be classified in various ways, particularly by their reach and duration:

  • Megatrends: Long-term, global developments (e.g., digitization, sustainability, urbanization).

  • Macrotrends: Trends affecting several industries or societal areas (e.g., sharing economy).

  • Microtrends: Shorter-term, often industry-specific developments (e.g., the boom of plant-based meat alternatives).

Methods of trend analysis

1. Desk research

The simplest and most cost-effective method is analyzing existing data sources: studies, trade journals, social media, scientific publications, market reports, or trend portals like WGSN or TrendOne. The aim is to gather and condense relevant information.

2. Expert interviews and Delphi method

Engagement with experts and industry insiders provides high-quality insights. The Delphi method – a structured multi-stage expert survey – helps develop consolidated future scenarios.

3. Trend scouting and monitoring

Specialized trend agencies or internal innovation departments specifically observe new developments worldwide – for example, in start-up ecosystems, at trade fairs, or in innovation hubs.

4. Data analysis and AI

Big data and artificial intelligence offer new opportunities to detect patterns in consumer behavior. Tools like predictive analytics, text mining, or sentiment analysis help automatically recognize and evaluate relevant trends. Various tools from different sectors, such as Semrush or Meltwater, support this.

5. Scenario technique

The development of different future scenarios helps companies better assess their strategic options and prepare for possible developments.

Application examples in practice

1. Fashion industry

In the fashion industry, trend scouting is fundamental. Companies like Zara or H&M rely on agile processes to quickly respond to microtrends. At the same time, they observe megatrends such as gender fluidity or sustainability and develop new product lines based on them.

2. Food industry

Changed dietary habits – for example, the trend towards vegan nutrition – lead to the development of new product categories. Brands like Oatly or Beyond Meat are direct results of such market changes.

3. Automotive industry

Trends such as electromobility, autonomous driving, or car-sharing have massively changed the marketing and product strategies of many car manufacturers. Tesla, for example, combines technological trends with a clear focus on sustainability and digital brand management.

4. Tourism industry

Changed travel habits (e.g., sustainable travel, workation trend, digital detox) lead to new offerings and target group approaches. Marketing campaigns are tailored to this, for example, through promoting ecologically responsible travel options.

Advantages of trend analysis in marketing

  • Competitive advantage: Early detection enables first-mover advantages.

  • Customer loyalty: Trends indicate what moves target groups – those who respond remain relevant.

  • Innovative capability: Trend analyses inspire new ideas and disruptive business models.

  • Market understanding: Companies better understand how needs, values, and lifestyles develop.

Challenges of trend analysis

Despite its advantages, there are also challenges:

  • Data deluge: The multitude of information can be overwhelming. Filtering mechanisms are crucial.

  • Uncertainty: Not every trend prevails. Misinterpretations can lead to misinvestments.

  • Short-lived nature: Microtrends become outdated quickly – companies must be agile enough to keep up with the dynamics.

  • Bias: Subjective assessments (e.g., in expert interviews) can lead to distortions.

Integration into marketing strategy

An effective trend analysis does not end with the insights gained but with implementation. Companies should use trends as a starting point for concrete strategic measures:

  1. Product development: New products or services based on current customer needs.

  2. Positioning: Adapting the brand message to societal developments.

  3. Channel selection: Using new communication platforms that are trending (e.g., TikTok, podcasts).

  4. Target group communication: Fine-tuning communication in line with changing values and lifestyles.

Conclusion

Trend analysis in marketing is a central tool for successfully operating in a rapidly changing world. Those who recognize, understand, and strategically use trends create sustainable competitive advantages. It is not just about reacting to changes but about proactive action – companies that shape trends are future-ready.

Trend analysis is not a one-time activity but a continuous process. It requires an open mindset, systematic approaches, and the ability to endure uncertainties. Especially in times of digitization, climate change, and global upheavals, it is more important than ever.

U

UI/UX

UI/UX – User Interface and User Experience in Digital Design

UI (User Interface) and UX (User Experience) are two central concepts in digital design that are closely intertwined but focus on different aspects. Together, they ensure that digital products such as websites, apps, or software solutions are not only functional but also user-friendly and appealing.

UI (User Interface) refers to the user interface – that is, the visual design and interaction elements of a digital product. This includes colors, fonts, buttons, layouts, menus, and icons. The goal of UI design is to create an attractive, intuitive, and consistent interface that reflects the brand identity and facilitates navigation.

UX (User Experience), on the other hand, describes the overall user experience – from the first interaction with the product to the achievement of a specific goal, such as purchasing a product or submitting a form. It is about usability, logic, efficiency, and emotional impact. Good UX design takes into account the needs, expectations, and behaviors of users. It ensures that the use of a digital product is simple, enjoyable, and as seamless as possible.

The collaboration of UI and UX designers is crucial for the success of a digital product. UX designers analyze user needs, create user journeys and wireframes, while UI designers implement these concepts visually. Both disciplines use tools like Figma, Adobe XD, or Sketch for collaborative development.

Thoughtful UI/UX design leads to more satisfied users, higher conversion rates, and stronger customer loyalty. In an increasingly digital world, user-centered design is therefore not a luxury but a competitive factor.

User Experience

User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.

USP - Unique Selling Proposition

In a world full of brands, products, and services, it is becoming increasingly difficult for companies to stand out from the crowd. This is where the USP comes into play – the Unique Selling Proposition or in German: the unique selling point. It describes the feature that makes a product or service unique and sets it apart from the competition. A clearly defined USP is essential for any successful marketing strategy.

What does USP mean?

The term USP (Unique Selling Proposition) was coined in the 1940s by advertising expert Rosser Reeves. He described it as the clear, convincing benefit promise that distinguishes a product from all others. A USP answers the question:

"Why should a customer buy this product – and not another?"

A USP must fulfill three central characteristics:

  1. Uniqueness: The promise must stand out clearly from the competition.

  2. Relevance: It must offer a concrete benefit to the target group.

  3. Communicability: The USP must be easy, clear, and memorable to convey.

The importance of USP in marketing

The USP is the foundation of a company or product's positioning in the market. It helps to:

  • sharpen the brand image,

  • build trust and recognition,

  • clarify the competitive advantage,

  • establish customer loyalty, and

  • formulate marketing messages effectively and purposefully.

Without a clear USP, marketing efforts run the risk of appearing arbitrary or interchangeable.

Examples of successful USPs

1. M&Ms – "Melts in your mouth, not in your hand"

This USP promised a specific functional characteristic that set M&Ms apart from other chocolate candies – and is still memorable today.

2. Apple – "Think different"

Here, the product is not the focus, but rather the attitude. Apple positioned itself as a brand for creative, independent thinkers – with great success.

3. Volvo – "Safety"

Volvo has consistently positioned itself as a manufacturer of safe cars over decades. This USP was credible and decisive for many consumers when making a purchase.

4. Avis – "We try harder"

As the number 2 in car rental, Avis deliberately relied on an emotional USP: We are not the largest, so we have to try harder – which created sympathy and trust.

How to develop a USP?

The development of an effective USP is a strategic process. Here are the key steps:

1. Target group analysis

Understand what the customer really wants. What needs, desires, problems, and expectations does the target group have?

Questions:

  • What problems do my customers have?

  • What drives them to purchase?

  • What are their values and emotions?

2. Competitive analysis

What are competitors offering? Where do they differ? Where are their weaknesses? The aim is to identify white spaces in the market – areas that are not yet occupied.

3. Define your own strengths and values

What makes your company or product special? These can include technical features, quality, price-performance, design, origin, innovation, or service.

4. Check relevance

The USP must not only be unique but also relevant to the target group. A unique selling point that interests no one is worthless.

5. Formulate the USP

The formulation should be simple, concrete, understandable, and concise. Rule of thumb: A USP should be expressible in one sentence – and remain in memory.

Example structure for a USP sentence:

"[Product/Brand] is the only [Category] that offers [Main benefit/Unique Selling Point]."

Example:

"Our toothpaste is the only one with a triple enzyme formula that has been proven to remove tartar before it forms."

Types of Unique Selling Propositions

A USP can refer to various aspects of a product or company:

  1. Product features: e.g., function, quality, design, technology.

  2. Price/performance: Cheaper, better ratio, more benefits per euro.

  3. Service: e.g., fast support, free delivery, individual consulting.

  4. Corporate philosophy: e.g., sustainability, social responsibility.

  5. Emotional aspects: e.g., identification, image, lifestyle.

  6. Customer experience: Unique purchasing experience or customer journey.

USP vs. Positioning

Often, USP and positioning are confused. The difference:

  • USP: Concrete unique selling feature of a product or brand.

  • Positioning: The overall picture that a brand occupies in the customer's mind – to which the USP makes a significant contribution.

A USP is thus a central component of positioning but cannot be equated with it.

Errors in USP development

1. Interchangeability

Many companies claim to offer "best quality" or "excellent service" – this is not credible if it is not measurable and unique.

2. Complicated formulations

A USP must be easily understandable – no jargon or marketing speak.

3. No customer benefit

If the USP does not provide tangible advantages for the customer, it remains ineffective.

4. Contradictory brand messages

A USP must be consistent with the overall brand communication. If the brand image does not fit the unique selling proposition, confusion arises.

USP in the digital age

With digitalization, the rules have changed. Customers can now quickly and comprehensively inform themselves, compare, and evaluate. Therefore, a convincing USP is more important than ever – and must also be visible and experienceable online.

Important aspects:

  • Search Engine Optimization (SEO): The USP should be reflected in meta titles, descriptions, and website texts.

  • Social Media: Through storytelling and content marketing, the USP can be emotionally charged and spread.

  • Customer reviews: The USP must be confirmed in the real customer experience – only then is it credible.

Conclusion

A clearly formulated, relevant, and credible USP is the cornerstone of any successful marketing strategy. In saturated markets, it often is not the "what" that matters, but the "why" – why a customer chooses precisely this product. Companies that succeed in clearly naming their unique selling point and communicating it across all channels differentiate themselves from the competition and create genuine customer loyalty.

In a time when products are often technically interchangeable, the USP becomes the emotional bridge between brand and person. It is the promise that makes the difference – and it must be kept.

If you'd like, I can create a presentation, a PDF, or a one-pager document for you. Just let me know!

W

Advertising contacts

Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.

Advertising effect

Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.

WhatsApp

WhatsApp – The most popular messaging app in the world

WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.

WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.

Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.

For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.

WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.

Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.

WooCommerce

WooCommerce – The flexible e-commerce solution for WordPress

WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.

The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.

A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.

WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.

Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.

For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.

Mundpropaganda

/en/glossar/reachWord of Mouth (WOM) in Marketing – The Power of Word of Mouth

Word of Mouth (WOM), also known as word-of-mouth advertising, refers in marketing to the dissemination of information about products, services, or brands through personal recommendations. In contrast to traditional advertising, WOM is based on authentic, voluntary statements from consumers and therefore enjoys a particularly high level of credibility.

Recommendations from friends, family, or colleagues often influence purchasing decisions more strongly than advertising messages. Studies show that consumers are more likely to trust products or services rated positively by other customers. This form of referral marketing is particularly effective because it is directly based on trust, satisfaction, and personal experience.

WOM can take place both offline (e.g., through conversations) and online (e.g., through reviews, social media, or forums). Especially through social networks, the reach of WOM has significantly increased. A single positive post can go viral and reach a massive audience – just like a negative one.

In marketing, Word of Mouth is strategically used to increase reach and brand awareness. Measures include, for example:

  • Campaigns with influencers or brand ambassadors

  • Customer reviews and testimonials on websites

  • Referral programs with incentives (e.g., discounts)

  • Experience marketing that encourages positive word-of-mouth

The prerequisite for successful WOM is a convincing product or experience. Only those who provide added value will be recommended. Companies should therefore focus on quality, customer satisfaction, and customer service.

WOM is cost-effective, sustainable, and credible – a powerful tool in the marketing mix that contributes to brand building and customer retention in the long term.

WordPress

WordPress – The Leading Content Management System (CMS)

WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.

One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.

WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.

Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.

Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.

In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.

X

XCode

Xcode – The Development Environment from Apple

Xcode is Apple’s official integrated development environment (IDE). It is used to develop applications for iOS, macOS, watchOS, and tvOS. Xcode offers a comprehensive collection of tools that allow developers to create, test, and debug software efficiently.

The IDE includes a code editor, an interface builder for graphical user interfaces (GUIs), a simulator for various Apple devices, as well as extensive debugging and performance analysis tools. Xcode supports programming languages such as Swift, Objective-C, C++, and Python (for supporting tasks).

A central component of Xcode is the Interface Builder, which allows visual editing of user interfaces. Developers can create user interfaces via drag-and-drop without having to dive deeply into code. Especially in combination with SwiftUI, Apple’s modern declarative UI technology, Xcode enables very fast previews and adjustments of apps.

Xcode also includes the iOS Simulator, which allows developers to test their apps on various virtual devices, such as different iPhone or iPad models, without needing actual hardware. This significantly speeds up the development and testing phase.

Another important feature is the close integration with TestFlight and App Store Connect, which streamlines the process from development to the release of an app.

Xcode is free and available through the Mac App Store, but exclusively for macOS. Due to its close integration with Apple’s ecosystem, Xcode is an essential tool for anyone looking to develop apps for Apple platforms.

XML Sitemap

XML Sitemap – Importance and Function

An XML Sitemap is a structured file in XML format that provides search engines like Google, Bing, or Yahoo with an overview of all important pages of a website. The main goal of an XML Sitemap is to help search engine crawlers find, crawl, and index web content – especially when dealing with large, new, or complex websites.

A typical XML Sitemap lists URLs and can contain additional information such as the creation or modification date of a page (<lastmod>), the change frequency (<changefreq>), and the priority of individual pages (<priority>). This information helps search engines better assess the timeliness and relevance of pages.

Example structure of an XML Sitemap:


<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
  <url>
    <loc>https://www.beispielseite.de/seite1</loc>
    <lastmod>2025-04-27</lastmod>
    <changefreq>weekly</changefreq>
    <priority>0.8</priority>
  </url>
</urlset>

XML Sitemaps are particularly important for:

  • Websites with a very large number of pages,

  • new websites with few incoming links,

  • extensive e-commerce stores with frequent content changes,

  • Websites with hard-to-navigate page structures (e.g., dynamic content).

While the Sitemap itself does not directly improve rankings, it ensures that all important pages can be indexed – a fundamental step for good visibility in search engines. It is advisable to regularly update the XML Sitemap and submit it to Google Search Console as well as other search engines.

Y

Yammer

Yammer – The Social Network for Businesses

Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.

The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.

Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.

Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.

Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.

Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.

Yoast

Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.

YouTube

YouTube – The world's largest video platform

YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.

Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.

A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.

For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.

YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.

YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.

In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.

Z

Zapier

Zapier – Automation for the Digital Everyday

Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.

Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.

Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.

The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.

Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.

In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.

Zendesk

Zendesk is a cloud-based customer service platform that helps companies provide efficient and user-friendly customer service. Founded in 2007 in Denmark, Zendesk quickly became one of the leading providers in the field of customer relationship management (CRM). The platform offers a variety of tools to centrally manage inquiries through various channels such as email, chat, phone, social media, and a help center.

A central component of Zendesk is the so-called ticket system. Every customer issue is recorded as a ticket that can be tracked, prioritized, and assigned to individual team members. This allows teams to maintain an overview even with a high volume of inquiries. Automations and macros help reduce repetitive tasks and shorten processing times.

In addition to the classic support module, Zendesk offers other products, such as for sales (Zendesk Sell), knowledge bases (Zendesk Guide), or live chat (Zendesk Chat). Through APIs and integrations with third-party software like Salesforce, Slack, or Shopify, Zendesk can be flexibly adapted to existing IT structures.

A significant advantage of Zendesk is its user-friendliness. The interface is intuitively designed, which shortens the onboarding time. Additionally, Zendesk provides extensive analytics features: dashboards and reports let companies measure and actively improve the performance of their customer service.

Zendesk is suitable for companies of all sizes – from startups to large corporations. Especially in a time when customer satisfaction is a crucial competitive advantage, Zendesk represents a powerful tool to ensure professional, fast, and personalized customer support.

Target groups

Target Audiences in Marketing – The Key to Effective Communication

The target audience is one of the central concepts in marketing. It describes the entirety of individuals or companies that should be addressed with a specific marketing measure. A clearly defined target audience enables companies to tailor their messages, products, and services precisely to the needs and expectations of potential customers – thereby minimizing wastage and increasing the likelihood of success.

Target audiences can be segmented based on various characteristics, such as:

  • Demographic: Age, Gender, Educational Level, Income

  • Geographic: Place of Residence, Region, Country

  • Sociographic/Psychographic: Lifestyle, Values, Attitudes, Interests

  • Behavioral: Buying Behavior, Brand Loyalty, Usage Frequency

In B2B marketing, additional criteria come into play, such as company size, industry, decision-making authority, or technology affinity.

The precise definition of the target audience is the foundation for choosing the right channels, content, tone, and advertising formats. A social media post aimed at young adults speaks a different language than a whitepaper for IT decision-makers in mid-sized companies. Targeted communication increases the relevance of the marketing message – leading to more attention, higher click-through rates, and better conversion rates.

Modern tools like Google Analytics, CRM systems, or marketing platforms like HubSpot help analyze and segment target audiences based on real data. Buyer Personas – fictional, detailed profiles of typical target audience representatives – are also a proven tool for better visualization and strategic alignment.

Conclusion: Those who know and understand their target audience can communicate more effectively, develop products according to demand, and build long-term customer relationships. The target audience is thus not only a strategic starting point but also a lasting focal point of successful marketing efforts.

Zoho

Zoho – The All-in-One Business Software for Companies

Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.

A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.

One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.

Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.

The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.

Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.

Glossary

GLOSSARY

Support

A

Account Management

Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.

Account-Based Marketing (ABM)

Account-Based Marketing (ABM) – Targeted Marketing for B2B Companies

Account-Based Marketing (ABM) is a strategic approach in B2B marketing where individual companies (accounts) are treated as markets. Instead of directing broad campaigns at a large audience, ABM focuses on individually selected, particularly relevant corporate clients. The goal is to develop highly personalized marketing and sales measures for these key customers to optimally exploit their potential.

ABM is particularly effective when it comes to complex, consultative products with long sales cycles and multiple decision-makers – typical for many B2B markets. The focus is not only on a single contact but on the entire buying center within a company.

A successful ABM process begins with the selection of target accounts. Criteria such as company size, industry, revenue potential, or strategic importance play a role. Subsequently, tailor-made content and campaigns are developed – such as individual white papers, personalized landing pages, or exclusive events. Sales and marketing work closely together to deliver coordinated and relevant messages at the right time.

A key advantage of ABM is efficiency: resources are targeted at the most promising customers, which increases the success rate. Moreover, ABM strengthens customer loyalty as communication is precisely tailored to the needs and challenges of the respective company.

Technology also plays an important role – for example, through CRM systems, marketing automation, or personalization tools. Platforms like HubSpot or Salesforce offer special features for implementing ABM strategies.

Overall, ABM enables a deeper customer relationship, higher closing rates, and better ROI – provided it is strategically thought out and consistently implemented. In contrast to this is Customer/Contact Based Marketing (CBM).

ActiveCampaign

ActiveCampaign is a powerful platform for email marketing, marketing automation, and CRM (Customer Relationship Management) that has been specifically designed for small to medium-sized businesses. It enables targeted and personalized customer communication across various channels – all with a high level of automation and efficiency.

The core of ActiveCampaign lies in marketing automation. Users can create so-called automations using a visual editor – processes that are triggered automatically when certain conditions are met. For example, a customer who purchases a product can automatically receive a thank-you email, followed by a series of additional messages tailored to their behavior.

Another key feature is email marketing: With a variety of templates, drag-and-drop editors, and personalization options, professional newsletters and campaigns can be created quickly. The segmentation features ensure that content reaches the right recipients effectively.

Additionally, ActiveCampaign offers an integrated CRM system that supports sales processes and improves customer care. Contacts can be managed, prioritized, and assigned tasks depending on their status in the sales process. This allows sales teams to maintain oversight and respond effectively to leads.

ActiveCampaign is also particularly strong in integration with other tools: It can connect with hundreds of third-party platforms like Shopify, WordPress, Salesforce, or Zapier to optimize workflows.

In summary, ActiveCampaign is a versatile tool that unites marketing and sales on one platform. It helps businesses deepen customer relationships, automate processes, and achieve measurable results – all with the goal of sustainably improving the customer experience.



Add to Basket

"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.

Adobe Experience Manager

Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.

The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.

A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.

Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.

AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.

In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.

Alt Title

An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.

Amazon A+

Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.

Amazon A9

Amazon A9 – The Invisible Force Behind Search Results

Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.

The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.

A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.

Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.

Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.

Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.

Amazon Seller

Amazon Seller – The Independent Seller on Amazon's Marketplace

An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.

Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.

A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.

Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.

However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.

Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.

Amazon Vendor

Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.

AMS

AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.

Android

Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.

API

An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.

Art Director

An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.

Authentication

Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.

B

Backlinks

In digital marketing, backlinks are a central theme – especially in the area of search engine optimization (SEO). A backlink, also called a referrer, is a link from one website to another. In the eyes of search engines like Google, backlinks serve as a trust signal: The more high-quality pages link to a particular page, the more relevant it appears for certain search queries.

However, backlinks are much more than just a ranking factor. They influence visibility, traffic, and ultimately the economic success of a business on the Internet. In this article, we shed light on the role of backlinks in digital marketing, explain how they work, and present effective strategies to build a healthy link profile.

What are backlinks and why are they important?

Backlinks are external hyperlinks that refer from another domain to your own website. They can be roughly divided into two categories:

  • DoFollow Links: These pass what is called link juice, or "ranking power," to the linked page.

  • NoFollow Links: These signal to search engines not to follow the link – they do not directly influence rankings but can still bring traffic.

Search engines like Google use backlinks as part of their algorithm to assess the relevance and authority of a page. A page that is linked to by many reputable domains tends to rank higher in search results.

How search engines evaluate backlinks

Not every backlink is equally valuable. Search engines consider various factors to determine the quality of a backlink:

  1. Authority of the linking page

    Backlinks from established sites like news portals, universities, or government sites are considered particularly valuable.

  2. Relevance of the content

    A link from a thematically related website is significantly more valuable than a link from an irrelevant page.

  3. Anchor text of the link

    The anchor text – that is, the clickable text of a link – gives hints about the content of the target page. Keyword-relevant anchor texts are particularly effective but should be naturally embedded.

  4. Position of the link on the page

    Links that are embedded in the main content of a page are regarded as higher quality than those in the footer or sidebar.

  5. Naturalness of the link profile

    A naturally grown link profile with a mix of different types and sources of links appears authentic. Artificially created link structures or purchased links, on the other hand, can lead to penalties.

Strategies for building backlinks

1. Content marketing

Content is the foundation for sustainable link building. High-quality, useful, or entertaining content is linked to more often. Examples:

  • Infographics: Visually presented data is easily shareable.

  • Studies and statistics: Exclusive data provides high value.

  • Guides and tutorials: Practical content has a high chance of being linked.

2. Guest posts

Writing guest articles for other blogs or expert portals is a tried-and-true method. The article should be high quality and offer real benefits to the reader. The backlink typically occurs in the author profile or in the body text.

3. Broken link building

This involves identifying non-functioning links on other websites. You then offer the website operator a functioning, own resource as a replacement. This is helpful and increases the chances of a backlink.

4. Outreach & networking

Personal contacts and active networking with other website operators, bloggers, or journalists can also help generate backlinks. A personalized, friendly request is generally more successful than mass emails.

5. Directory entries and industry portals

Entries in relevant online directories or industry listings can also bring valuable backlinks – provided they come from reputable sources.

Black Hat vs. White Hat link building

In link building, there are two fundamental approaches:

  • White Hat: Sustainable, rule-compliant methods, such as creating high-quality content or acquiring links through natural linking.

  • Black Hat: Manipulative methods, such as purchasing links en masse, operating link farms, or using automated tools.

Search engines are becoming increasingly better at recognizing unnatural link patterns. The result: manual penalties, drastic ranking losses, or even the deindexing of the affected website.

Analyzing and monitoring backlinks

An effective link profile management is crucial for long-term SEO success. Tools like Ahrefs, SEMrush, Moz, or Google Search Console help analyze incoming links. You should pay attention to the following aspects:


  • Number of backlinks

  • Source of the links (domains/IPs)

  • Distribution of anchor texts

  • Identifying toxic links and possibly disavowing (through Google's Disavow Tool)

Pitfalls and common mistakes

Errors can easily occur during link building, leading to negative consequences:

  1. Links from low-quality pages

    Links from spam sites or untrustworthy domains often do more harm than good.

  2. Over-optimization of anchor texts

    An excessive use of keyword-rich anchor texts appears unnatural.

  3. Unnatural link spikes

    A sudden, massive increase in backlinks can trigger alarm bells with search engines.

  4. Neglecting link diversity

    A healthy mix of DoFollow/NoFollow, various link sources, and types of anchor texts is ideal.

Backlinks in the holistic digital marketing strategy

Backlinks should not be viewed in isolation, but rather integrated into a comprehensive marketing strategy. Combined with high-quality content, technical SEO, social media, and performance marketing, a strong digital presence is created.

Good content helps not only with link building but also with brand building, customer retention, and increasing reach. Backlinks can also bring targeted referral traffic – that is, visitors who arrive at a website through a link.

The future of backlinks in SEO

While Google continuously introduces new factors such as user experience, core web vitals, or AI-based assessments, backlinks still hold significant importance. However, quality is increasingly more important than quantity. The trend is clearly shifting towards thematically relevant, trustworthy, and naturally occurring backlinks.

Conclusion

Backlinks remain a decisive lever in digital marketing – especially in the area of SEO. They strengthen the visibility of a website, bring targeted traffic, and increase trust in a brand or company.

A sustainable link building approach is based on quality, relevance, and authenticity. Companies that invest long-term in high-quality content, good networking, and building a strong brand will also benefit from their backlink profile.

Big Idea

In digital marketing, the term "Big Idea" stands for more than just a good advertising message – it is the central creative concept that makes a brand or campaign unique, memorable, and effective. A successful Big Idea gives digital campaigns a common thread that runs through all touchpoints – from the advertisement to social media to the website or app.

In this article, we explore what a Big Idea means in digital marketing, how it is developed, what its strategic significance is, and how companies can successfully utilize it.

What is a Big Idea?

The Big Idea is the overarching, creative theme of a campaign. It succinctly conveys the brand message in a sharp, emotional, and easily understandable form. It is not just a slogan or visual – it is concept, attitude, and story at the same time.

Characteristics of a Big Idea:

  • Simple and clear: It is easy to understand and reduces a complex message to its essence.

  • Emotionally charged: It speaks to the feelings and values of the target audience.

  • Recognizable and consistent: It can be consistently conveyed across different channels and formats.

  • Inspiring and activating: It encourages action, such as purchasing, sharing, or reflecting.

  • Long-term viable: Ideally, it is suitable not just for a single campaign but can shape the brand for years.

Why is the Big Idea so important in digital marketing?

In the digital world, countless pieces of content compete for attention. Brands must spark interest within seconds. Without a strong guiding idea, campaigns get lost in randomness.

The Big Idea helps to…

  • stand out from the crowd,

  • build an emotional connection with the target audience,

  • create a consistent brand identity across all channels,

  • make campaigns focused and efficient,

  • be quickly recognized.

How does a Big Idea emerge?

The development of a Big Idea does not follow a rigid process, but it is usually based on four central steps:

  1. Market Analysis & Understanding of Target Audiences

The best creative idea is useless if it misses the target audience. Therefore, every development begins with a solid analysis:

  • Who is our target audience?

  • What needs, problems, or desires do they have?

  • What language do they speak – emotional, visual, cultural?

Competitors are also analyzed: What positioning already exists? Where might a possible differentiating feature lie?

2. Define Strategic Guidelines

Here, the strategic positioning of the brand is translated into a creative briefing. Central questions include:

  • What is our core message?

  • What central promise do we give to the customer?

  • What emotion or action do we want to trigger?

This step translates business goals into a creative direction.

3. Creative Idea Development (Ideation)

Now the creative process begins: Brainstorming, mood boards, storytelling approaches, wordplay, visual metaphors – anything goes. The important thing is that the idea emerges from the strategy and is not merely "creative for its own sake".

A good example: The Dove campaign "Real Beauty" is based on the strategic insight that many women feel pressured by unrealistic beauty ideals. The Big Idea: "Beauty is diverse and real" – an attitude that has touched millions worldwide.

4. Testing and Refining

Especially in digital marketing, ideas can be quickly validated. A/B tests, surveys, or focus groups help to check and optimize the resonance of the Big Idea. Important: A Big Idea is not a spontaneous flash of inspiration – it is the result of strategy, creativity, and testing.

Examples of Successful Big Ideas in Digital Marketing

1. Nike – "Just Do It"

One of the most well-known Big Ideas worldwide. Originally intended as a simple call to sport, today it is synonymous with self-overcoming, motivation, and willpower. Digitally, it has been continued with social campaigns, YouTube videos, and influencers.

2. Always – "Like a Girl"

This campaign exposes the prejudice that "like a girl" is something negative. The Big Idea: "We define what it means to be a girl" – strong, brave, and confident. Emotional, socially relevant, virally successful.

3. Apple – "Think Different"

This Big Idea runs through all Apple communication – including digital: Whether product presentations or storytelling on YouTube – Apple shows not only what technology can do but what it stands for: creativity, independence, progress.

Utilizing the Big Idea in Digital Channels

A Big Idea realizes its full impact when implemented uniformly across all channels but adapted to formats:

1. Social Media

Short, emotional, shareable – the Big Idea must translate into snippets, hashtags, stories, or reels. Here, the creative spin that fits the platform counts.

2. Websites and Landing Pages

Here, the idea is deepened. Visuals, headlines, texts, and interactive elements reference the guiding idea and lead to conversion.

3. Email Marketing

Personalized content based on the Big Idea promotes recognition and strengthens brand loyalty.

4. Paid Advertising (Display, Video, SEA)

Whether banner ad or pre-roll on YouTube – the Big Idea ensures that even short advertising materials stick in the mind.

5. Content Marketing

Blog posts, white papers, or podcasts provide depth and context to the idea. Ideal for building thought leadership.

Challenges in Developing a Big Idea

  • Too many stakeholders: Too many opinions can dilute the clarity of the idea.

  • Lacking strategic foundation: Without clear positioning, the creative idea becomes arbitrary.

  • Channel focus instead of brand focus: An idea that works only for TikTok but does not fit the brand is not a true Big Idea.

  • Fear of courage: Big ideas can sometimes be uncomfortable. Courage is a prerequisite for differentiation.

Conclusion: The Big Idea as the Heart of Digital Marketing

In digital marketing, it is no longer just about being visible – it is about being relevant. The Big Idea is the key to this. It succinctly articulates what a brand stands for, what makes it unique, and why it can touch people.

A strong Big Idea …

  • strengthens brand identity,

  • increases emotional brand attachment,

  • enhances campaign effectiveness,

  • creates recognition across platforms,

  • and makes a brand digitally "experiential".

It is not an end in itself but a strategic tool in the fight for attention and significance. In a world where content is swiped, clicked, or ignored within milliseconds, the Big Idea is not just helpful – it is crucial.

Image/Video

In a world where users are confronted with thousands of pieces of information daily, visual communication is becoming increasingly important. Images and videos are now among the most essential tools in digital marketing. They allow companies to evoke emotions, convey complex content clearly, and build a strong brand identity. This article highlights the role of image and video content in digital marketing, their impact, application fields, strategies, as well as challenges and trends.

1. Why visual content is so important

Visual content has significant advantages over plain text:

  • Attention: Images and videos capture attention faster than text. In social media, milliseconds determine whether a post is noticed.

  • Comprehensibility: Complex issues can often be better explained visually, e.g., with an explanatory video or an infographic.

  • Emotional appeal: Images and videos evoke emotions – a prerequisite for messages to stick.

  • Sharing and engagement: Visual content is shared, liked, and commented on much more frequently in social networks than plain text posts.

  • Brand identity: Visual storytelling helps convey brand values and messages and creates recognition.

2. Applications for image and video material in digital marketing

The possibilities for using visual content are diverse. Here is an overview of central application fields:

a) Social Media Marketing

On platforms such as Instagram, Facebook, TikTok, or LinkedIn, images and videos are the central means of communication. Short, engaging clips (“Short Form Video”) dominate the feed, and visual trends like Reels or Stories shape the interaction with the target audience.

b) Content Marketing

Whether in a blog, newsletter, or on the website: images and videos increase reading time, illustrate content, and improve user experience. Particularly popular are:

  • Explanatory videos

  • Tutorials

  • Interviews

  • Behind-the-scenes material

c) E-Commerce

Product images and videos significantly influence purchase decisions. Customers want to experience products in as realistic a way as possible; hence:

  • 360° views

  • Product demonstrations

  • Application videos

  • User-generated content

are strong sales drivers.

d) Advertising (Paid Ads)

Visual ads on Google, YouTube, Facebook, or Instagram achieve higher click rates than plain text ads. Moving images, especially in the form of Video Ads, are increasingly preferred because they convey more information in less time.

e) Email Marketing

In email marketing, images and GIFs also increase attention and click rates. Especially embedded videos (or at least thumbnails with links) improve performance.

3. Strategies for successful use

The use of images and videos should not be arbitrary. A well-thought-out content strategy is crucial:

a) Target audience analysis

Which formats, visual styles, or video lengths appeal to the target audience? A young audience on TikTok reacts differently than B2B clients on LinkedIn.

b) Storytelling

Good visual content tells a story. Whether in an Instagram post or a YouTube spot – storytelling makes the difference between information and emotion.

c) Consistency in brand image

Colors, fonts, image styles, music, and tone should match the brand. A consistent visual language strengthens branding and creates recognition.

d) Mobile First

Since most content is consumed via mobile devices, images and videos must be optimized for small screens – both technically and aesthetically.

e) SEO for images and videos

Visual content can also contribute to visibility in search engines:

  • Alt texts for images

  • Video descriptions and tags on YouTube

  • Transcripts for videos on websites

  • Structured data for better indexing

4. Success factors for visual marketing

For image and video content to reach their full potential, the following factors should be considered:


  • High quality: Blurry or poorly produced content damages brand perception.

  • Relevance: Content must fit the target audience, the channel, and the message.

  • Authenticity: Especially on social media, genuine, spontaneous content often performs better than highly polished advertising videos.

  • Call to Action (CTA): A clear call to action at the end of a video or in the image description increases conversion.

  • Duration: Depending on the platform, the video length should be adjusted (e.g., under 60 seconds on Instagram, longer on YouTube).

5. Challenges and pitfalls

Despite all the advantages, there are also hurdles when dealing with image and video material:

a) Copyrights

The use of third-party images and videos without a license is illegal. Companies should only use their own content or royalty-free media.

b) High production costs

Professional video productions can be expensive and time-consuming. However, solutions like smartphone videos or simple animation tools offer cost-effective alternatives.

c) Algorithm dependency

The success of visual content heavily depends on the platforms' algorithms. What works today may lose reach tomorrow.

d) Accessibility

Not all users can consume visual content equally. Subtitles, audio descriptions, and alternative texts improve accessibility for all.

6. Trends in visual marketing

The field is rapidly evolving. Current trends show where the journey is headed:

a) Short videos & Reels

TikTok, Instagram Reels, and YouTube Shorts show: Short, entertaining videos are the new standard format – especially for young audiences.

b) Livestreams

Live videos create closeness, interaction, and authenticity. They are suitable for product presentations, Q&As, or event coverage.

c) Interactive videos

Increasingly, videos are enriched with clickable elements, polls, or branching decision trees – for more engagement and personalization.

d) Augmented Reality (AR)

Virtual fittings, product placements in space, or filters – AR offers new possibilities for visual brand communication.

e) Artificial Intelligence

AI can assist in video creation, image editing, personalization, and even content generation. Tools like AI-generated speakers or deepfake avatars are increasingly being used.

Conclusion

Images and videos can no longer be imagined without digital marketing. They increase attention, boost interaction, convey messages emotionally, and enhance brand loyalty. However, the key to success lies not only in creativity but also in strategy, understanding the target audience, and technical implementation.

Brands that purposefully use visual storytelling and keep pace with current trends gain a clear advantage in the competition for attention, trust, and conversion.

Buy One Get One Free

BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.

Brainstorming

Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.

Brandbook

Brands are much more than logos or names. They are emotional points of identification, anchors of trust, and distinguishing features in competition. However, for a brand to be perceived consistently, credibly, and recognizably, it requires clear guidelines – the Brandbook. In marketing, the Brandbook (also known as Brand Manual, Brand Handbook, or Styleguide) is a central tool for brand management. It ensures that all internal and external stakeholders understand, design, and communicate the brand in a uniform manner.

What is a Brandbook?

A Brandbook is a comprehensive document that describes the identity, values, rules, and visual elements of a brand. It defines how a brand looks, how it speaks, and how it behaves – across all channels, platforms, and touchpoints. It is aimed at marketing departments, design teams, agencies, distribution partners, and anyone who works with the brand.

The goal is to ensure a consistent brand perception – regardless of who communicates or where communication takes place.

Why is a Brandbook important?

1. Consistency in brand communication

Brands are perceived strongly when they are consistent. A Brandbook prevents inconsistent appearances, incorrect colors, differing tonalities, or misleading messages.

2. Efficiency and clarity

Teams save time and effort because they do not have to start from scratch every time. The Brandbook serves as a reference guide for design, communication, and marketing questions.

3. Professional external appearance

A uniform appearance looks professional, strengthens trust, and increases recognition.

4. Protecting brand identity

The Brandbook protects the brand from being diluted or misrepresented – especially important in franchise systems, partner networks, or international markets.

Contents of a Brandbook

A good Brandbook consists of several parts that cover both the strategic and visual dimensions of the brand. The contents may vary depending on the company but typically include the following chapters:

1. Brand core and positioning

  • Mission: Why does the brand exist? What purpose does it serve?

  • Vision: Where does the brand want to go in the long term?

  • Values: What does the brand believe in? What is important to it?

  • Target groups: Who are the most important customer groups?

  • Brand promise: What does the brand offer to the customer?

  • Competitive advantage (USP): What makes the brand unique?

Example: “Our brand stands for sustainable, stylish fashion at fair prices – for people who want to dress consciously and modernly.”

2. Brand language and tonality

  • Claim / Slogan: A concise expression of the brand promise.

  • Tonality Guide: How does the brand speak? Casual or formal? Emotional or factual?

  • Wording: Which terms and formulations are preferred? Which should be avoided?

Example: “We address our customers directly and kindly - without jargon, but with style and attitude.”

3. Logo guidelines

  • Logo variants: Main logo, sub-logos, monograms.

  • Sizes, spacings, placements: How much space does the logo need?

  • Color variants: When is which logo (colored, black/white, inverted) used?

  • Don’ts: What is prohibited in usage? (e.g., distorting, new colors, inappropriate backgrounds)

4. Color world (Corporate Colors)

  • Primary colors: The main colors of the brand (including color values: RGB, CMYK, HEX, Pantone).

  • Secondary colors: Complementary colors for accentuation.

  • Color contrasts and combinations: Which colors may appear together?

Example: “Our blue symbolizes trust and technology. It must not be altered or replaced with similar shades of blue.”

5. Typography (Corporate Fonts)

  • Main font: e.g., for headlines.

  • Body text font: For long texts.

  • Backup font: For office applications or when the main font is not available.

  • Font style rules: Bold, italic, uppercase, etc.

6. Visual language and visual elements

  • Image style: Authentic, documentary, staged, emotional?

  • Image motives: People, products, environments.

  • Illustrations, icons, graphics: Which styles are allowed?

  • Rules for image editing: e.g., filters, colors, composition.

Example: “Our photos show real situations and people – no staged stock photos.”

7. Application examples

  • Business cards, letterhead, email signatures

  • Social media templates

  • Presentations, brochures, promotional materials

  • Web design and app design

These examples show how the brand should look and feel in practice.

Brandbook vs. Styleguide – the difference

The terms Brandbook and Styleguide are often used interchangeably, but they differ in scope:

  • Styleguide: Typically focuses on visual and design rules (logo, colors, typography).

  • Brandbook: Additionally encompasses brand strategy, tonality, vision, values – thus also the content-strategic dimension.

A Brandbook is therefore more comprehensive than a purely visual Styleguide.

Digital Brandbook

More and more companies are relying on digital brand portals that are available online. Advantages:

  • Always up to date

  • Easy to share with partners or agencies

  • Interactive examples, downloads, and templates integrated

Examples of platforms: Frontify, Bynder, Brandfolder, Canva Brand Hub.

Best practices for a strong Brandbook

  1. User-friendliness: Clearly structured, logically organized, with a table of contents and search function.

  2. Brevity and clarity: No novels, but concise statements with many examples.

  3. Visualization: Many screenshots, templates, and “Do’s & Don’ts”.

  4. Accessibility: All relevant individuals should be able to access it easily.

  5. Regular updates: Brands evolve – the Brandbook should grow with them.

Benefits of a Brandbook at a glance

Benefit

Description

Uniform appearance

Consistent and professional across all channels

Time savings

Clearly defined rules avoid constant questioning

Quality assurance

Prevention of misinterpretations

Efficient collaboration

External partners (e.g., agencies) can start immediately

Stronger brand identity

Clear vision and values strengthen the internal and external brand image

Conclusion

A Brandbook is much more than a design manual – it is the cultural and visual blueprint of a brand. It unites strategy and design, identity and expression. Having a well-thought-out Brandbook not only ensures a consistent brand presence but also fosters emotional attachment to the brand – both internally and externally.

Especially in times of digital omnipresence, fragmented touchpoints, and global brand management, a strong, clearly documented Brandbook is indispensable. It distills brand identity into a clear essence – making it tangible and actionable for everyone.

Bullet Points

Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.

C

CMS

In the digital world, it is essential for companies, organizations, and individuals to manage and publish their content efficiently. This is where Content Management Systems (CMS) come into play. They enable the creation, maintenance, and continuous updating of websites, blogs, shops, and other digital platforms without deep programming knowledge.

1. What is a CMS?

A Content Management System (CMS) is a software solution that allows the creation, organization, editing, and publication of digital content – primarily for websites. The great advantage: the separation of content and technology (code). This allows editors to edit content without having to deal with HTML, CSS, or database connections.

A CMS typically consists of two areas:

  • Frontend: The part of the website that visitors see.

  • Backend: The management interface for editors and administrators.

2. How does a CMS work?

A CMS is modularly built and usually based on server-side programming (e.g., PHP, Python, Java) in combination with a database (e.g., MySQL or PostgreSQL). Content such as texts, images, or videos is stored in the database and dynamically displayed in the frontend via templates.

Typical procedure:

  1. An editor creates a new post via the backend.

  2. The content is stored in the database.

  3. When the website is accessed, the content is displayed via the template design.

  4. Users see the content in the frontend without noticing the underlying technology.

3. Advantages of CMS systems

a) User-friendliness

Even without programming knowledge, content can be edited, pages created, or media uploaded. This significantly lowers the entry barrier.

b) Time savings

Thanks to WYSIWYG editors (“What You See Is What You Get”) and drag-and-drop functions, content can be quickly adjusted.

c) Flexibility

With plugins and extensions, CMS systems can be adapted almost endlessly – from SEO optimization to e-commerce.

d) Multi-user capability

Multiple people can work on content simultaneously, with differentiated roles and rights.

e) Scalability

From a simple blog to a complex corporate site – CMS grow with the requirements.

4. Known CMS systems in comparison

There is a wide variety of CMS systems with different focuses. Here is an overview of the most well-known:

CMS

Description

Target Group

WordPress

Market leader, versatile, huge community and plugin selection

Blogs, SMEs, agencies

Typo3

Very flexible, complex structure, particularly widespread in the DACH region

Large companies, authorities

Joomla!

Middle ground between WordPress and Typo3

Clubs, mid-sized companies

Drupal

Very powerful but technically demanding

Developers, large projects

Contao

Privacy-friendly, structured, ideal for GDPR-compliant websites

Agencies, institutions

Shopware, Magento

Specialized CMS for e-commerce

Online shops

Webflow, Wix, Squarespace

Cloud-based CMS with a focus on design and simplicity

Designers, freelancers, startups

5. Areas of application for CMS

a) Corporate websites

Corporate sites are usually realized with CMS, as they require regular maintenance and involve many stakeholders.

b) Blogs and news portals

Editorial systems for journalistic content almost always rely on CMS.

c) E-commerce

Many online shops use specialized CMS like Shopware, WooCommerce (for WordPress), or Magento.

d) Intranets

Internal platforms for employee communication or knowledge management can also be implemented with CMS.

e) Campaign and event pages

Thanks to quick implementation, they are ideal for time-limited projects or landing pages.

6. CMS in digital marketing

In online marketing, the CMS plays a central role:

a) SEO-friendliness

CMS offer functions for optimizing meta tags, URLs, loading times, mobile design, and structured data – essential for search engine rankings.

b) Content marketing

A CMS allows continuous publishing and updating of content such as blog articles, infographics, or videos.

c) Conversion optimization

Forms, call-to-actions, A/B tests, or dynamic content can be specifically integrated and adjusted.

d) Tracking & analysis

Integrated interfaces to tools like Google Analytics, Matomo, or Facebook Pixel make user behavior measurable.

7. Headless CMS – the modern approach

In addition to traditional CMS, there are increasingly headless CMS like Strapi, Contentful, or Sanity. These fully separate content from presentation.

Advantages:

  • Content can be delivered across channels (website, app, smartwatch)

  • More control over the frontend by developers

  • Ideal for complex, multilingual projects

Disadvantage: Technically demanding and less accessible for editors without a developer team.

8. Security with CMS

Since CMS systems are often targets of cyberattacks, they must be regularly maintained:

  • Updates for core, plugins, and themes

  • Secure passwords and user management

  • SSL certificates and firewalls

  • Backup strategies

Many security vulnerabilities arise from outdated or poorly maintained installations.

9. Challenges in CMS projects

a) Overloading due to plugins

Too many extensions can lead to conflicts, security vulnerabilities, and slow loading times.

b) Dependence on the system

Once made CMS decisions are difficult to revise. A later switch can be expensive.

c) Technical know-how

Despite user-friendliness, maintenance, hosting, security, and performance are often not realizable without expert knowledge.

10. Conclusion

Content Management Systems are the backbone of modern web presences. They allow for efficient and flexible content management, implementation of marketing strategies, and dynamic digital communication. Whether WordPress for a blog, Typo3 for a corporate website, or a headless CMS for an app – the choice of the right system depends on goals, resources, and user requirements.

In the long term, companies that rely on a well-maintained, securely set up, and strategically integrated CMS will benefit. For in the digital age, the ability to deliver content quickly, purposefully, and professionally is a decisive success factor.

Community Management

In a digitally connected world, where customers not only consume but also actively participate in brand communication, community management plays a central role in digital marketing. It is much more than simply responding to comments or moderating discussions – it is the art of listening, responding, and building sustainable relationships with a digital audience.

Professional community management can strengthen customer loyalty, increase brand loyalty, provide valuable feedback, and even contribute to product development. In this article, you will learn what community management is, why it is so important, which strategies have proven effective, and how to successfully integrate it into your digital marketing strategy.

1. What is Community Management?

Community management refers to the creation, maintenance, and governance of online communities around a brand, product, or company. It encompasses all measures that contribute to creating and nurturing an active, loyal, and engaged fanbase.

Community management typically takes place on platforms such as:

  • Instagram, Facebook, TikTok, LinkedIn, X (Twitter)

  • YouTube comments

  • Forums, groups, and Discord servers

  • Blogs or brand websites

Everywhere people publicly or semi-publicly interact with each other and with a brand.

2. Goals of Community Management

Community management pursues both short-term and long-term goals:

  • Strengthening customer loyalty and satisfaction

  • Promoting brand loyalty and word of mouth

  • Building reputation and crisis prevention

  • Generating User Generated Content (UGC)

  • Direct feedback for optimizing products and services

  • Improving the algorithm through high engagement rates

3. Responsibilities of a Community Manager

A community manager is the voice of the brand externally – and at the same time the ear internally. The main responsibilities include:

a) Moderation and Interaction

  • Responding to comments, messages, and mentions

  • Guiding discussions and intervening if necessary

  • Identifying and removing trolls, spam, and toxic behavior

b) Monitoring

  • Monitoring brand mentions online (social listening)

  • Recognizing trends, criticism, or praise

  • Reacting early to potential shitstorms or conflicts

c) Building Relationships

  • Maintaining contact with multipliers, influencers, and power users

  • Appreciating community members, e.g., through comments or features

d) Collecting Content Ideas

  • Deriving ideas for posts, products, or campaigns from feedback and comments

e) Reporting

  • Analyzing engagement rates, response times, and sentiment

  • Creating reports for marketing, product development, or PR

4. Strategies for Successful Community Management

1. Speed Matters

People expect timely responses today – especially for complaints. A response within a few hours (or even minutes) shows appreciation and competence.

2. Tonality: Human and Brand-Consistent

The language of the community should be authentic, relatable, but also brand-appropriate. Depending on the target audience, the use of "you" or "formal you," humor or seriousness may be appropriate.

3. Transparency and Honesty

Publicly admitting mistakes or addressing criticism factually helps to build trust. Communities appreciate openness.

4. Involving the Community

Asking questions, conducting surveys, sharing content, highlighting users – this way, the community becomes part of the brand.

5. Proactive Actions

Not just react, but also proactively set topics: Provide discussion prompts, start stories, moderate live streams, or initiate challenges.

5. Tools and Technologies in Community Management

Various tools are available to support and increase efficiency:

  • Social Media Management Tools: e.g., Hootsuite, Sprout Social, Buffer, Swat.io

  • Monitoring Tools: e.g., Brandwatch, Talkwalker, Mention, Meltwater

  • CRM Integration: Connection with customer data for better personalization

  • Chatbots: For automated standard responses (e.g., to frequently asked questions)

These tools help to reduce response times, maintain an overview, and analyze sentiments.

6. Examples of Successful Community Management

Example 1: 

Deutsche Bahn on Twitter/X

Through humorous, quick, and still informative responses, DB has built a strong online personality – despite (or precisely because of) the often-critical community.

Example 2: 

About You

Through constant interaction on Instagram Stories, incorporating influencers, and personalized responses to comments, the company specifically strengthens its connection with Gen Z.

Example 3: IKEA

With a mix of product advice, creative input, and real listening, IKEA successfully nurtures its community across various platforms – from customer service to inspiration.

7. Challenges in Community Management

❌ Shitstorms and Criticism

Those who are visible are also attacked – especially on social media. Community managers must respond diplomatically, calmly, and solution-oriented.

❌ Lack of Resources

Many companies underestimate the effort required. A large community requires daily maintenance – ideally with trained personnel and clear processes.

❌ Negative Dynamics

Toxic discussion cultures, hate speech, or spam require clear rules (netiquette) and consistent moderation.

8. Community Management and Brand Building

Community management is a direct component of brand identity. The way a company presents itself on social media sometimes speaks louder than any advertising campaign.

A consistent appearance strengthens:

  • Brand Affinity

  • Trust

  • Recognizability

  • Loyalty

Furthermore, a strong community can become a mouthpiece itself: through recommendations, shares, and discussions – effectively serving as free multiplier marketing.

9. Measuring Success

Important KPIs in community management include:

  • Engagement Rate: likes, comments, shares

  • Response Time & Rate

  • Sentiment Analysis: mood of the interactions

  • Community Growth

  • Number of Returning Users

  • User Generated Content (UGC)

These metrics help regularly evaluate and optimize the quality of the relationship with the community.

10. Conclusion: The Community is More Than Just an Audience

Community management is not a "nice-to-have," but a strategically valuable component of digital marketing. It is not just about reacting to comments, but about building real, lasting relationships.

If done correctly, the community becomes a brand ambassador, source of innovation, and customer retention measure all in one. Companies that take their target audiences seriously, listen to them, and communicate on equal footing will secure long-term relevance, trust, and loyalty in the digital space.

Community Manager

A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.

Consent Manager (CMP)

A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.

When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.

CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.

CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.

Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.

Content Manager

A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.

Conversion

Conversion in Marketing – From Prospect to Customer

The term conversion in marketing refers to the desired action of a user, which ideally turns them from a prospect into a customer. This does not always have to be a purchase – filling out a form, subscribing to a newsletter, or downloading a white paper also count as conversions. The key point is: A conversion advances the user one step further in the customer journey.

The conversion rate (CR) measures the percentage of visitors who perform such a desired action, relative to the total number of visitors. It is a central KPI (Key Performance Indicator) for assessing the efficiency of marketing measures – whether on websites, in email campaigns, or in online stores.

Example: If an online store has 1,000 visitors a day and 30 of them make a purchase, the conversion rate is 3 %.

The goal in marketing is to increase this rate through targeted measures. These include:

  • Optimization of User Experience (UX)

  • Clear Call-to-Actions (CTAs)

  • Trust-Building Elements such as customer reviews or quality seals

  • Personalized Content and Offers

  • Fast Loading Times and Mobile Optimization

  • Targeted A/B Testing to compare variants

In performance marketing, a distinction is often made between micro-conversions (e.g., clicks, downloads) and macro-conversions (e.g., purchases, contract signings). Both are important for measuring success throughout the entire customer journey.

Conclusion: Conversion is the goal of every marketing activity. Those who address users purposefully, eliminate barriers, and provide clear added value increase the likelihood that visitors become paying customers – thus sustainably improving the return on investment (ROI).

Cookies

Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.

Core Values

Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.

CRM and CDP

In digital marketing, the ability to recognize and meet customer needs precisely is crucial for sustainable success. Data plays a central role in this – especially when it comes to personalized communication, long-term customer loyalty, and the optimization of customer journeys. Two systems are particularly relevant: the classic CRM (Customer Relationship Management) and the modern CDP (Customer Data Platform).

Although both work with customer data, they differ fundamentally in structure, purpose, and applications. In this article, we take a close look at both systems, compare their functions, and show how they effectively work together in digital marketing.

1. What is a CRM system?

CRM (Customer Relationship Management) is a software solution for managing customer relationships. It helps companies collect, organize, and utilize information about existing and potential customers to improve communication and optimize the sales process.

The key functions of a CRM:

  • Contact management (names, email addresses, phone numbers)

  • History of interactions (emails, meetings, calls)

  • Lead and opportunity management

  • Task and appointment coordination

  • Sales and revenue reports

  • Segmentation of customers

  • Automated email workflows

CRM systems like Salesforce, HubSpot, Zoho, Microsoft Dynamics, or Pipedrive are particularly common in sales and customer service.

2. What is a CDP (Customer Data Platform)?

A CDP is a centralized platform that collects, unifies, and provides customer data from various sources in real-time to create a complete, consistent customer profile (“Single Customer View”). Unlike the CRM, a CDP is primarily designed for marketing purposes – especially for cross-channel personalization and automation.

Functions of a CDP:

  • Data collection from various channels (website, apps, CRM, e-commerce, support, etc.)

  • Unification and cleansing of datasets

  • Creation of individual, dynamic customer profiles

  • Real-time segmentation and updating

  • Integration with external marketing tools (e.g., email, ads, push)

  • Data protection-compliant storage and use of data

Well-known CDP providers include Segment, Tealium, Bloomreach, mParticle, Salesforce CDP, and also HubSpot under certain conditions.

3. The differences between CRM and CDP

Feature

CRM

CDP

Main focus

Management of customer relationships (primarily sales)

Central collection and use of customer data (primarily marketing)

Data sources

Manual entries, email, sales tools

All digital touchpoints: web, app, ads, email, CRM, PoS

Data types

Structured data (name, purchase history)

Structured & unstructured data (behavior, clicks, events)

Target groups

Sales teams, customer service

Marketing teams, data analysts

Real-time availability

Mostly limited

Real-time profiles and segmentations

Integration

Limited data input

Broad API connections, flexible data integration

Personalization

Rather static

Dynamic, cross-channel

4. Why does modern marketing need both?

In the past, a CRM was often sufficient to manage the most important customer relationships. However, in the digital age, users interact on many channels simultaneously – e.g., via social media, websites, apps, emails, or even voice assistants. CRM systems quickly reach their limits here.

The CDP complements the CRM by bringing together customer data across channels and making it usable in real-time. Together, they form the basis for data-driven, highly personalized marketing.

5. Applications in digital marketing

a) Personalized communication

Thanks to the CDP, individual user profiles can be created – for example, based on purchasing behavior, click paths, or product interests. This information flows into personalized newsletters, product recommendations, or advertising campaigns.

Example:

A customer shows multiple interests in running shoes on the website – in the next email newsletter, relevant models and discounts are specifically presented.

b) Omnichannel marketing

CDPs enable a seamless customer journey across various channels. An action in the webshop can immediately trigger a reaction in the app or the email system.

Example:

Abandoned cart → reminder email after 15 minutes → retargeting ad on Instagram after 24 hours.

c) Lead scoring and nurturing

In the CRM, leads are classified by maturity level and linked to concrete actions (e.g., callback by sales). The CDP can refine this scoring with real-time behavior.

d) Automation of campaigns

A CDP feeds automated marketing workflows: welcome journeys, reactivation campaigns, cross-selling – all based on current user behavior.

e) Data-driven decision-making

Marketing teams can conduct A/B tests, analyze target groups, and in real-time recognize which segments respond best to specific campaigns.

6. Challenges and success factors

Challenges:

  • Data silos: When CRM, e-commerce, support, and marketing are not interconnected, data quality suffers.

  • GDPR & data protection: Customer data may only be used with consent. Transparent consents, data minimization, and deletion concepts are mandatory.

  • Technical complexity: Implementing a CDP is complex and requires strategic planning and IT resources.

  • Cross-team collaboration: CRM is often located in sales, CDP in marketing – collaboration is needed here.

Success factors:

Clear data strategy: What data is collected? For what purpose? Who has access?

Transparency towards customers: Data protection compliant and traceable

Integrations: A good CDP can connect with CRM, CMS, shop systems, and analytics tools

Customer centricity: The individual is at the center – not the tool.

7. Practical examples of CRM & CDP in use

► E-commerce providers

  • CRM stores customer data, orders, customer service tickets.

  • CDP links website behavior, cart abandonments, and open rates.

    → Result: Highly personalized product recommendations + targeted retargeting.

► Insurance companies

  • CRM manages existing contracts, consultations, contacts.

  • CDP analyzes web visits, offer calculator usage, campaign responses.

    → Result: Trigger-based advisory emails + individualized offer designs.

► B2B SaaS providers

  • CRM tracks leads in the sales funnel.

  • CDP recognizes which content is being consumed on the website.

    → Result: Sales support with personalized use cases for potential customers.

8. The future: Unified Customer Data Experience

The trend clearly points towards a holistic, data-driven marketing approach, where CRM and CDP are seen not as competitors, but as two sides of the same coin.

In the future, there will be an even stronger focus on:

  • Real-time personalization

  • Predictive analytics

  • AI-based recommendations

  • Consent management and data ethics

Everything will revolve around – all based on an intelligent connection of CRM and CDP data.

Conclusion: CRM & CDP – unbeatable together

CRM and CDP are central building blocks of digital marketing. The CRM ensures long-term, trustworthy relationships with existing customers. The CDP provides the technological foundation for cross-channel, data-driven, and real-time action.

Companies that sensibly link both systems benefit from:

  • Higher customer retention

  • Better campaign performance

  • More efficient targeting

  • Stronger personalization

CRM is the memory of the customer relationship – the CDP is the engine for dynamic, data-driven marketing.

CRO

CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.

CTA

Call-to-Action – a call to click (to take action by the user) on a website or app.

Customer Journey

The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.

Customer-Based Marketing (CBM)

Customer-Based Marketing (CBM) is a marketing approach that consistently places the customer at the center of all strategies and actions. Unlike product- or brand-oriented approaches, CBM fully aligns with the needs, expectations, and behavior of existing and potential customers. The goal is to build long-term, value-creating customer relationships and to maximize the Customer Lifetime Value (CLV).

At the core of CBM is the analysis of customer data. Companies no longer segment their target groups solely based on demographic criteria, but rather on behavioral data, preferences, purchase history, and interactions. This allows for the creation of more precise customer profiles, which serve as the basis for personalized marketing measures – whether through targeted email campaigns, individualized offers, or dynamic website content.

CBM is particularly supported by modern technologies such as CRM systems, marketing automation, data analytics, and artificial intelligence. These enable the collection, evaluation, and derivation of concrete action strategies from large amounts of customer data. Platforms like HubSpot, Salesforce, or Adobe Experience Cloud provide comprehensive solutions for implementing customer-based marketing.

A major advantage of CBM is the higher relevance of marketing communication: customers receive content that is truly tailored to their interests and needs. This increases the likelihood of conversions, strengthens customer loyalty, and reduces wastage in outreach. Additionally, CBM supports the transition from one-time sales to continuous customer relationships.

Ultimately, CBM is not just a marketing concept but a holistic mindset that encompasses all areas of the company – from sales to customer service to product development. In contrast, there is Account Based Marketing (ABM).

CXO

A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.

D

DAM System

Digital Asset Management – Efficient Management of Digital Content

Digital Asset Management (DAM) refers to systems and processes for the central management, organization, and distribution of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitization and growing media volumes, a professional DAM system is becoming increasingly important for companies.

A central goal of DAM is to make digital content efficiently searchable and usable. Instead of searching for files scattered across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, allowing them to be found and used correctly within seconds.

Typical functions of a modern Digital Asset Management system include versioning of files, rights and approval management, search functionalities, integration into existing workflows, and distribution options for different channels. Marketing and creative teams particularly benefit, as campaign materials, brand assets, or product photos are available in a uniform and controlled manner.

In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. Brand perception is also strengthened, as only the most current and approved materials are used.

Whether small businesses or international corporations – a well-implemented Digital Asset Management System creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.

Dark Posts

In the world of digital marketing, personalization is key. Those who want to effectively and specifically address potential customers need tailored content. One method that has gained significant importance in this context is known as Dark Posts. The term sounds mysterious – but behind it lies a powerful tool in social media advertising that offers advertisers maximum flexibility and audience targeting.

In this article, you will learn what Dark Posts are, how they work, what advantages and risks they bring – and how to incorporate them into your digital marketing strategy.

1. What are Dark Posts?

Dark Posts are paid posts (ads) in social networks – especially on platforms such as Facebook, Instagram, LinkedIn, or X (formerly Twitter) – that do not appear organically on the brand's profile. They are invisible to the general public, except for the target audience to whom they are explicitly delivered.

Example:

A company runs three different ads with slightly different text – each aimed at men, women, and a younger audience. These posts do not appear in the public profile but only as specific advertisements in the feeds of the respective target groups.

2. Differences from regular social media posts


Criterion

Organic Post

Dark Post (Ad)

Visibility

Publicly visible on profile

Visible only to target audience

Placement

Feed / Timeline / Profile

Only in target audience's Feed/Stories

Interactions

Publicly visible

Visible only within the ad

Audience Targeting

No or limited options

Very targeted targeting options

Analysis & Optimization

Limited

Complete performance analysis possible

3. Use Cases for Dark Posts

Dark Posts are particularly useful when it comes to audience-specific communication, A/B testing, or specialized campaigns.

a) A/B Testing of Advertising Content

With Dark Posts, companies can test different versions of a text, image, or call-to-action – without overloading the feed with similar posts.

b) Personalized Addressing

With tailored content for different audiences (e.g., men/women, age groups, interests), conversion rates can be increased.

c) Regional Advertising

A restaurant or a local shop can target advertisements for people in a specific radius – without the entire community being aware of it.

d) Retargeting Campaigns

Users who, for example, visited a specific product page but did not make a purchase can be targeted again through Dark Posts.

e) Seasonal or Temporary Offers

Promotions, sales, or events that are only to be advertised for a short time are ideal for Dark Posts.

4. Advantages of Dark Posts

✅ Precise Targeting

Dark Posts allow for extremely fine-grained audience control – by age, gender, interests, location, behavior, and more.

✅ No Feed Chaos

Since posts do not appear on the public profile, many variations can be tested simultaneously without disturbing the brand image in the feed.

✅ Higher Relevance

Personalized ads appear more relevant and increase the engagement rate, leading to better results at lower costs.

✅ Discrete Communication

If someone wants to communicate sensitive offers, exclusive discounts, or limited content only to specific groups, this can be done without public insight.

✅ Easy Evaluation and Optimization

With detailed performance analysis, ads can be quickly and data-driven optimized.

5. Risks and Disadvantages of Dark Posts

⚠️ Lack of Transparency

Since Dark Posts are not publicly visible, they can be badly controlled from the outside. This theoretically leaves room for misleading or manipulative content.

⚠️ Different Messages

When different target groups receive different statements, there is a risk of inconsistencies in brand communication.

⚠️ Labor-Intensive Content Process

Creating multiple variations for different target groups requires more planning, writing, and design resources.

⚠️ Dependence on Platform Algorithms

Like any paid social media strategy, Dark Posts depend on the rules and algorithms of the platform – a change can have significant impacts.

6. How to Create Dark Posts?

Example: Dark Posts on Facebook and Instagram

The creation does not occur directly through the platform app but through the Meta Business Manager.

Steps:

  1. Go to the Facebook Ads Manager.

  2. Select the desired campaign type (e.g., conversions, reach, leads).

  3. Set the target audience, budget, and placements.

  4. Under "Advertisements," you then create the actual Dark Post (with text, image, video, link, etc.).

  5. Important: Do not use as an existing post, but create a new advertisement.

  6. After publication, the post is visible only to the target audience – not on the Facebook/Instagram page.

Optionally, you can conduct previews and tests in the "Creative Hub" beforehand.

7. Practical Example: Dark Post Campaign for an E-Commerce Company

An online fashion store is planning a discount campaign:

  • Target Group A: Women aged 18–30 → Casual look with influencer content

  • Target Group B: Men aged 25–40 → Classic looks with strong visual branding

  • Target Group C: Previous customers → Exclusive 20%-discount

Instead of posting three posts on the public profile, the company uses three different Dark Posts tailored to each group – with individual language, image selection, and call-to-action.

Result:

  • Higher relevance

  • Less wastage

  • Better CTR and conversions

  • No redundancy in the main feed

8. Legal & Ethics

Dark Posts must comply with legal requirements despite their invisibility:

  • Labeling Obligation: Advertising must also be recognizable as such.

  • Data Protection: Targeting options must not be discriminatory or violate data protection regulations.

  • Transparency: Platforms like Facebook now offer a degree of insight into ongoing advertisements via the “Page Info” function – making Dark Posts a bit "less dark".

9. Conclusion: Dark Posts as a Precise Tool in the Marketing Mix

Dark Posts offer enormous advantages in digital marketing – especially when it comes to targeted communication, A/B testing, retargeting, or temporary campaigns. They help minimize wastage, personalize messages, and specifically improve ad performance.

However, companies should use them thoughtfully and strategically. Too much fragmentation of the message or lack of consistency in branding can be counterproductive.

When applied correctly, Dark Posts are a highly effective tool to score with relevant content at the right time and place in the fiercely competitive digital advertising market.

DeepL

DeepL – Intelligent Translations with AI

DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.

The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.

DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.

Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.

For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.

Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.

Demand Creation

Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.

Digital Asset Management System

In an increasingly digital world, the efficient handling of digital content is becoming more important for companies. Digital assets – including images, videos, documents, presentations, audio files, and graphics – are created in large numbers every day. To systematically store, manage, and easily retrieve these contents, more and more organizations are relying on Digital Asset Management Systems (DAM systems).

What is a Digital Asset Management System?

A Digital Asset Management System is a software solution that helps companies centrally store, organize, search for, manage, and distribute their digital content. DAM systems structure the management of media files and ensure that users can access the required files quickly and efficiently at any time.

A typical DAM system enables the tagging of assets, provides them with metadata, allows the management of usage rights, and supports workflows for approvals or versioning.

Main Functions of a DAM System

A powerful DAM system offers a variety of functions that go far beyond mere storage:

  • Centralized Storage: All digital assets are located in one central, structured place. Redundancies are avoided.

  • Metadata Management: Files are equipped with keywords, categories, descriptions, and other metadata that facilitate search and sorting.

  • Fast Search: Search functions by file type, date, creator, keywords, or other criteria enable quick access to relevant content.

  • Versioning: Older versions of an asset are stored, allowing changes to be tracked and previous states to be restored if necessary.

  • Permission Management: User rights can be assigned individually to control access to sensitive content.

  • Integration: Modern DAM systems can be seamlessly integrated with other software solutions such as content management systems (CMS), e-commerce platforms, or marketing tools.

  • Sharing and Collaboration Features: Teams can collaborate on assets, comment on them, and approve them for publication.

  • Reporting and Analytics: Usage data is analyzed to measure the success of content and identify optimization potentials.

Benefits of a DAM System

The implementation of a DAM system brings numerous benefits, both for small companies and international corporations:

1. Increased Efficiency

The central management and powerful search function of a DAM system significantly reduce the time employees need to search for and organize files. Content is available faster, and workflows are accelerated.

2. Consistent Brand Communication

Companies can ensure that all teams worldwide access the current and approved versions of logos, brochures, and marketing materials. This ensures the consistency of brand communication.

3. Security and Protection of Digital Assets

DAM systems offer security mechanisms such as access controls, encryption, and automatic backups to protect valuable company content from loss, misuse, or unauthorized access.

4. Cost Reduction

By avoiding duplicated work, reducing storage space waste, and better reusability of existing assets, a DAM system lowers operational costs.

5. Support for Global Teams

In internationally operating companies, a DAM system allows remote access to required content, thus facilitating collaboration across different locations.

6. Better Use of Media Content

Marketing and creative teams can more easily reuse existing assets and adapt them to new campaigns instead of constantly creating new content. This speeds up time-to-market and optimizes resources.

Typical User Groups of a DAM System

Various departments benefit from a Digital Asset Management System in different ways:

  • Marketing Teams: Use DAM systems to manage campaign materials efficiently, prepare assets for various channels, and optimize workflows for approving new content.

  • Creative Departments (Design, Photography, Video): Use DAM systems to organize and edit large quantities of image and video data.

  • Sales Teams: Access up-to-date product documentation and presentations to serve customers quickly and professionally.

  • IT Departments: Implement DAM systems to optimize storage structures and comply with compliance requirements.

  • Legal Teams: Monitor compliance with usage rights and licenses.

On-Premises vs. Cloud-Based DAM

Depending on their requirements, companies can choose either an On-Premises DAM (local installation) or a Cloud-Based DAM:

  • On-Premises: Data is stored on local servers. Companies have full control over their content but must manage maintenance, updates, and security themselves.

  • Cloud-Based: Data is stored in the cloud and is accessible via the internet. Advantages include easy scalability, lower IT costs, and quick access from anywhere.

Hybrid models that combine the advantages of both options are becoming increasingly popular.

Selection Criteria for a DAM System

When selecting a DAM system, companies should pay attention to the following points:

  • User-Friendliness: An intuitive interface facilitates acceptance within the company.

  • Flexibility and Scalability: The system should be able to grow with the increasing demands of the company.

  • Integration Capabilities: Compatibility with existing tools and systems (e.g., Adobe Creative Cloud, CMS systems) is crucial.

  • Security Features: Data protection and IT security should meet the highest standards.

  • Support and Training: Competent customer service and training offerings support the successful implementation and use.

  • License Costs: Our systems have unlimited users, a clear advantage

Future of Digital Asset Management

The importance of DAM systems will continue to grow in the coming years. Trends such as artificial intelligence (AI) and automation are revolutionizing the way content is managed. AI can already help with automatic tagging, image analysis, or personalization of content. Future DAM systems will be even more interconnected with other business systems, such as Customer Relationship Management (CRM) or Product Information Management (PIM), providing a central platform for all digital content.

Conclusion

A Digital Asset Management System is no longer just a "nice-to-have" but an essential tool for companies that want to efficiently manage their digital content and increase their competitiveness. Choosing the right system, tailored to individual needs, is a crucial step towards better organization, faster market response, and sustainable digital transformation.

Digital Strategy

A digital strategy is a comprehensive plan that helps companies achieve their business goals through the use of digital technologies. This strategy includes the integration of digital solutions into various business processes to increase efficiency, improve customer experience, and gain competitive advantages. Here are the main components and aspects of a digital strategy:

1. Goals and Vision

A successful digital strategy starts with clearly defined goals and a vision. These should align with the company's overall business strategies. Common goals include enhancing customer loyalty, increasing revenue, optimizing operational efficiency, and fostering innovation.

2. Market Analysis and Competitive Research

A thorough market analysis is essential to understand customer needs, current market trends, and competitor strategies. This analysis helps identify opportunities and threats and make informed decisions based on that.

3. Customer Experience (CX)

A central element of the digital strategy is optimizing the customer experience. This includes all interactions a customer has with the company, from the first contact to post-service. Companies utilize digital tools like CRM systems (Customer Relationship Management) to provide personalized and consistent experiences across all channels.

4. Technology and Infrastructure

Selecting the right technology and creating a robust infrastructure are crucial. This includes cloud computing, data analytics, mobile technologies, social media, artificial intelligence, and machine learning. These technologies support the automation of business processes and enable data-driven decisions.

5. Data and Analytics

Data is the heart of any digital strategy. Companies collect and analyze vast amounts of data to gain insights into customer behavior and preferences. With advanced analytics tools, companies can identify patterns, make predictions, and create personalized offers.

6. Digital Marketing

Digital marketing encompasses all marketing activities conducted through digital channels. This includes search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing, email marketing, and online advertising. The goal is to increase the company's visibility, generate leads, and boost sales.

7. Organizational Change and Culture

A digital strategy often requires organizational change. This involves creating a digital corporate culture that is ready to embrace new technologies and learn continuously. Employees need to be trained and empowered to effectively use the new digital tools and processes.

8. Agility and Innovativeness

In a rapidly changing digital landscape, agility is a must. Companies must be able to respond quickly to market changes and develop innovative solutions. Agile methods like Scrum and Kanban help manage projects more efficiently and deliver results faster.

9. Security and Privacy

As the use of digital technologies increases, so does the risk of cyberattacks and data breaches. Therefore, a robust security strategy is essential. This includes the implementation of security protocols, regular security assessments, and compliance with regulations such as GDPR.

10. Measurement and Evaluation

Continuous measurement and evaluation of the digital strategy are crucial to monitor success and make necessary adjustments. KPIs (Key Performance Indicators) and other metrics help track progress and determine the ROI (Return on Investment).

Implementation Examples and Success Stories

Example 1: Digital Strategy, E-commerce Company

A leading e-commerce company could align its digital strategy to enhance user experience through personalized recommendations and an optimized mobile app. By utilizing AI and data analytics, the company can identify purchasing patterns and suggest tailored products, leading to greater customer satisfaction and increased sales.

Example 2: Digital Strategy, Traditional Retail Company

A traditional retail company could leverage digital technologies to develop an omnichannel strategy. This involves integrating online and offline channels to create a seamless shopping experience. Customers can shop online and pick up their orders in-store, increasing convenience and boosting sales.

Challenges in Implementing a Digital Strategy

Implementing a digital strategy can be complex and challenging. Common challenges include:

  • Resistance to Change: Employees and leaders may hesitate to adopt new technologies and processes.

  • Technological Complexity: Selecting and implementing the right technologies can be difficult.

  • Data Security and Privacy: Protecting sensitive data requires constant attention and resources.

  • Lack of Resources: Developing and implementing a digital strategy requires significant financial and human resources.

  • Rapid Technological Changes: Companies need to stay up to date to avoid being overtaken by new developments.

Conclusion

A digital strategy is essential to remain competitive in the modern business environment. It helps companies optimize their business processes, enhance customer experience, and develop innovative solutions. By combining the right technology, data, and an agile culture, companies can effectively achieve their goals and secure long-term success.

Download format

A download format describes the way in which digital content such as files, software, media, or documents are offered for download. The format determines how the downloaded file can be saved, opened, and used. Different download formats are optimized for specific applications, for example, for speed, compatibility, or file size.

Common Download Formats

  • Documents:

    Formats such as PDF, DOCX, or TXT are standard formats for text documents. PDF is particularly popular because it represents content accurately across different platforms.

  • Images:

    Typical formats are JPG, PNG, GIF, or SVG. While JPG is compressed and offers smaller file sizes, PNG and SVG maintain high quality and transparency features.

  • Audio:

    Formats such as MP3, WAV, or AAC are available for music and voice recordings. MP3 is widely used due to its compact size.

  • Video:

    Popular formats are MP4, MOV, and AVI. MP4 is widely used because it allows high quality at relatively small file sizes.

  • Software and Archives:

    Programs are usually offered as EXE (Windows), DMG (macOS), or in archive formats like ZIP or RAR to bundle multiple files efficiently.

Importance of Choice

The choice of the right download format significantly affects usability, compatibility, and download speed. Especially with large files, compression plays an important role in optimizing storage space and loading times. Providers ensure to offer formats that as many users as possible can open without issues.

GDPR

The General Data Protection Regulation (GDPR) – Basics and Significance

The General Data Protection Regulation (GDPR, Ger. DS-GVO) is an EU-wide regulation that has been in effect since May 25, 2018. It governs the processing of personal data by companies, authorities, and organizations within the European Union. The aim of the GDPR is to strengthen data protection and expand the rights of affected individuals.

Personal data are any information that relates to an identified or identifiable natural person – e.g., name, email address, IP address, or location data. The GDPR stipulates that such data may only be processed in a lawful, fair, and transparent manner.

Central principles of the GDPR are purpose limitation, data minimization, storage limitation, integrity, and confidentiality. Companies must be able to demonstrate that they comply with these principles – the so-called accountability. Additionally, the principle of “Privacy by Design and by Default” applies: Data protection must be considered during the development of systems and processes.

Affected individuals have extensive rights under the GDPR, including:

  • Right of access to stored data

  • Right to rectification, deletion (“right to be forgotten”) or restriction of processing

  • Right to data portability

  • Right to object to certain processing, e.g., for advertising purposes

For companies, the GDPR poses organizational and technical challenges. For example, they must document consents, check processors, report data breaches, and maintain records of processing activities. Violations can result in significant fines – up to 20 million euros or 4% of the worldwide annual turnover.

The GDPR has set global standards and emphasizes that the protection of personal data is a fundamental right – particularly relevant in the digital age.

For dietz.digital, the GDPR is an essential basis for daily work. Frequently, questions or ignorance arise that we discuss intensively.

E

Email Newsletter

In times of social media, messenger marketing, and AI-driven advertising, the classic email newsletter may seem almost old-fashioned. But this impression is deceptive: email marketing remains one of the most efficient and direct channels in digital marketing. A well-planned newsletter not only delivers high open rates but also facilitates long-term customer loyalty, targeted personalization, and measurable results – all at comparatively low costs.

In this article, you will learn why email newsletters are so effective, how they can be strategically utilized, which content works, and which tools assist in this process.

1. What is an email newsletter in digital marketing?

An email newsletter is a regularly sent email that delivers relevant information, offers, or content to a defined target audience. In marketing, its primary purpose is to:

  • Inform prospects and customers

  • Build trust

  • Promote products or services

  • Encourage users to take actions (e.g., purchase, sign-up, download)

Newsletters differ from automated transactional emails (e.g., order confirmations) by their content-focused emphasis on added value and relationship building.

2. Why are newsletters so effective?

Despite new channels, email remains one of the most important tools in the marketing mix – and for good reason:

a) Direct channel

Unlike social media, emails reach the recipient's inbox without algorithmic barriers.

b) High ROI

According to DMA (Data & Marketing Association), the return on investment of email marketing exceeds 40 euros per invested euro – significantly higher than other channels.

c) Own distribution list

An email list belongs to the company itself. Unlike followers on other platforms, the contact is sustainably usable.

d) Personalization possible

Email systems allow for precise targeting based on name, interests, behavior, or segments.

e) Automation potential

Once established campaigns can deliver lasting results – e.g., welcome sequences or product series.

3. Types of email newsletters

Depending on the objective, various newsletter types can be distinguished:

► Informational newsletters

Regular updates on a specific topic (e.g., industry news, trends, tips). Goal: retention and expertise building.

► Promotional newsletters

Contain special offers, discounts, or product recommendations. Goal: increase sales.

► Event newsletters

Announce webinars, trade fairs, or online events. Goal: participation and community building.

► Automated newsletters

Part of an automated email sequence, e.g., upon registration, cart abandonment, or product interest. Goal: conversion.

4. Structure and content of a successful newsletter

A good newsletter follows a clear structure and provides the recipient with relevant added value. Here are some essential elements:

a) Subject line

The most important line of the entire email. It determines whether it gets opened.

Tips:

  • Generate curiosity (“5 tips you definitely don't know yet”)

  • Use personalization (“[Max], your update for May”)

  • Brevity and clarity

b) Preheader

The preview line in the inbox – supports the subject line and meaningfully complements it.

c) Greeting & introduction

Personal, direct, possibly with the first name and a friendly tone. Show that you know the reader.

d) Main content

  • Textually and/or visually appealing

  • To the point

  • Value-based (e.g., tips, tools, case studies, discounts)

e) Call-to-action (CTA)

A clear call to action – e.g., “Read now,” “Buy now,” “Register for the webinar.” Don’t overload – one to two CTAs per email are often enough.

f) Footer

With legal information (imprint, privacy policy, unsubscribe link). A mandatory component!

5. Success factors for newsletter campaigns

► Segmentation

Not every recipient is interested in the same thing. Segment by target groups, interests, purchasing behavior, or region.

Example: Customers who have already purchased receive different content than mere prospects.

► Personalization

Use first names, product interests, or previous purchases for tailored content. Tools like ActiveCampaign or Klaviyo make this easy.

► Timing & frequency

Test when your target audience is most active – weekday mornings or weekends? Find the optimal frequency: too often seems annoying, too rarely causes bonds to weaken.

► Mobile optimization

Over 60% of all emails are read on mobile devices. Pay attention to responsive design, short texts, and large CTAs.

► Testing & optimizing

A/B tests of subject lines, CTAs, or sending times help to improve performance.

6. Tools and platforms for email marketing

There are numerous professional tools that make email marketing easier. Here’s a selection:

  • Mailchimp – classic choice for small and medium-sized businesses

  • Sendinblue (Brevo) – GDPR-compliant and versatile

  • Klaviyo – strong in e-commerce (e.g., with Shopify)

  • ActiveCampaign – ideal for automated marketing

  • HubSpot – comprehensive CRM integration

Features offered by these tools:

  • Drag-and-drop editors

  • Templates & design tools

  • Segmentation & automation

  • A/B testing

  • Analysis & reporting

7. Metrics for measuring success

► Open rate

How many recipients opened the email? Guideline: 15–25%.

► Click rate

How many clicked on a link? Guideline: 2–5%.

► Unsubscribe rate

How many unsubscribed from the newsletter? < 1% is uncritical.

► Conversion rate

How many bought, registered, or continued reading after clicking?

Important: Monitor trends and continuously optimize based on this data.

8. Legal: GDPR and double opt-in

Strict data protection regulations apply in email marketing – especially in German-speaking regions.

Mandatory points:

  • Double opt-in procedure: Users must confirm their registration (e.g., by clicking in the confirmation email).

  • Unsubscribe link: Must be included in every email and be easy to use.

  • Data protection and imprint obligation: Both pieces of information must be clearly accessible.

  • Purpose limitation: Explain transparently what data you will use.

Violations can lead to not only warnings but also severely damage user trust.

9. Practical examples of successful newsletters

► E-commerce newsletters

  • Personalized product recommendations

  • Birthday discounts

  • Reminders for cart abandonment

► B2B newsletters

  • Whitepapers & industry analyses

  • Invitations to professional webinars

  • Case studies & references

► Service providers

  • Blog articles with tips & know-how

  • Customer testimonials

  • Calendar booking for consultations

10. Conclusion: The newsletter as digital relationship management

The email newsletter is far more than just a marketing tool – it is a channel for relationship building, trust creation, and long-term brand loyalty. Especially in digital marketing, where users are flooded with information, clear, direct, and valuable communication is essential.

A good newsletter informs, inspires, and activates – turning readers into long-term customers or fans.


Elementor

Elementor – The Page Builder for WordPress

Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.

The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.

Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.

Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.

Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.

Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.

Evalanche

Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.

F

Farmer in sales

Farmer in Sales – The Relationship Manager for Sustainable Success

In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.

A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.

This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.

A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.

Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.

First Moment of Truth (FMOT)

First Moment of Truth (FMOT) – The decisive moment in the purchasing process

The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.

This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).

With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).

For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.

In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.

Focus keyword

A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.

Format adaptations

In digital marketing, it is no longer sufficient to have a strong idea or a high-quality advertisement – what matters is how this idea is adapted to different formats and channels. This so-called format adaptation is a central element of successful campaigns. In a fragmented media landscape with different platforms, devices, and user habits, content must be communicated flexibly yet consistently.

In this article, we explain what format adaptations are, why they are essential in digital marketing, what challenges they bring, and how to implement them strategically and creatively.

What are format adaptations?

Format adaptations (in English content adaptations or creative adaptations) describe the process where a central campaign idea or content piece is adjusted so that it works optimally on different digital platforms.

It's not just about different sizes or layouts (e.g., square vs. vertical), but also about adapting the tone, narrative style, functional logic, and interaction mechanics to the respective platform and target audience.

Example: A 60-second TV spot is cut to 15 seconds for YouTube, transformed into a reel for Instagram, supplemented with user-generated content on TikTok, and turned into a case study video for LinkedIn.

Why are format adaptations so important?

1. Platform-specific user behavior

Each platform has its own dynamics:

  • On TikTok, fast, creative, sound-driven entertainment dominates.

  • On Instagram, visual aesthetics and storytelling in reels or stories are what count.

  • YouTube allows for longer narrative formats.

  • LinkedIn focuses on professional context and informative content.

Those who post the same content 1:1 across all platforms miss out on potential – or get ignored.

2. Optimization of reach and performance

Algorithms favor content that corresponds to the respective format and user behavior. A properly adapted ad or an organic post is played out better, receives more engagement, and reduces media costs.

3. Reuse instead of new production

Clever adaptations can generate dozens of platform-specific contents from a master asset – efficiently, budget-friendly, and sustainably.

Types of format adaptations in digital marketing

1. Visual format adaptations

This is about technical adjustments, e.g.:

  • Aspect ratio: 16:9 (YouTube), 9:16 (Stories), 1:1 (Feed)

  • Resolution: HD, 4K, mobile-optimized

  • Length: 6 seconds (Bumper Ad), 15 seconds, 30 seconds, 60 seconds

  • Text placement: CTA top/bottom, subtitles, animated texts

2. Content adaptations

The core message remains the same, but the content is specifically altered:

  • Shortenings, teaser versions

  • Re-staging of content for a specific target audience

  • Shifts in focus (e.g., from product benefit to image)

Example: A car advertisement is cut for YouTube to be performance-oriented (“Buy now”), while an emotional lifestyle clip is shown on Instagram (“Experience freedom”).

3. Platform-appropriate adaptations

Here, content is adapted to the cultural codes of the platform:

  • TikTok: native challenges, trend language, music integration

  • Instagram: visually appealing, high-quality staging

  • LinkedIn: factual, professionally relevant, with an expert claim

A copy-paste strategy is counterproductive here – users immediately notice when content does not “belong to the platform.”

Challenges in format adaptations

1. Maintaining consistency

The balance between adaptation and brand identity is delicate. Too many variations can dilute the brand, while too little adaptation seems inappropriate or boring. The big idea must remain clearly recognizable – regardless of the format.

2. Resource management

Format adaptations mean effort: different versions, varied requirements, tests. Without good planning and a central content management system, it quickly becomes unmanageable.

3. Technical requirements

Each platform has its own specifications for file formats, lengths, file sizes, and specifications. Mistakes here risk rejections or poor delivery behavior.

Best practices for successful format adaptations

1. Think centrally – implement decentrally

A strong big idea is at the center. It is defined in a master asset (e.g., a main video, key visual, or text) and then professionally transformed into different formats – each adapted to the channel.

2. Modular structure of campaign assets

In content production, it should be thought of modularly from the start: scenes, headlines, visuals, CTAs – everything should be flexibly combinable. This allows for efficiently generating different variants.

3. Content routes for different personas

Not every target audience uses each platform equally. It is worthwhile to develop target group-specific adaptations – both visually and tonally. A young audience reacts differently than a B2B executive.

4. Dynamic Creative Optimization (DCO)

Technologies like DCO enable automated adaptations in real-time – depending on user profile, location, or device. Especially relevant in performance marketing and programmatic advertising.

5. Testing & iteration

A/B tests of different formats help find the optimal output. Insights from one channel can help optimize others.

Tools and workflows for support

  • Canva & Adobe Express: For quick format adjustments (especially social media)

  • Figma & Sketch: For UI designs and variants for web formats

  • After Effects & Premiere Pro: For video adaptations

  • Celtra, Smartly.io, Adverity: For automated adaptations and execution

  • Content platforms like Bynder, Frontify, or Monday: For planning and versioning

Examples from practice

1. Coca-Cola – “Share a Coke”

This campaign was staged differently across all channels: print with personal names, social media with user-generated images, display with dynamic personalizations – always the same idea but tailored to different formats.

2. Spotify – “Wrapped”

Spotify uses the same user data to create different formats: vertical stories on Instagram, shareables for Twitter, individual slideshows in the app – optimally adapted to users and platforms.

3. McDonald's – TikTok vs. YouTube

While YouTube spots are more storytelling-driven (e.g., with celebrities or product stories), TikTok content is snackable, with challenges and viral sounds – the same campaign, but staged culturally differently.

Conclusion: Format adaptations as the key to successful digital marketing

The variety of digital platforms and devices forces brands to design content flexibly – without losing their identity. Format adaptations are not merely a necessary exercise, but a strategic success factor.

When implemented correctly, they allow for:

  • better relevance for the respective target audience,

  • greater efficiency in content production,

  • more engagement and conversion,

  • stronger brand coherence in a fragmented world.

In a time when content is consumed everywhere and at any time, the ability to adapt a central message specifically, creatively, and data-driven is one of the most important competencies in digital marketing.

If you’d like, I can create a checklist, a tool comparison, or a specific template for format adaptations based on this text. Just let me know!

Cutout

A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.

Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.

Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.

The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.

In summary:

A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.

G

Gateway

Gateway – Interface between Networks

A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.

A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.

In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.

Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.

Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.

In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.

GDSN

GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.

Generative Engine Optimization (GEO)

With the rapid rise of generative AI models like ChatGPT, Google Gemini, and Perplexity, the way people search for information online is fundamentally changing—and how content must be made discoverable. While traditional search engine optimization (SEO) primarily focuses on Google search results, Generative Engine Optimization (GEO) is aimed at visibility in generative AI systems. GEO is a new and dynamically evolving field that companies, content creators, and brands can no longer ignore if they want to remain visible in the long term.

What is Generative Engine Optimization (GEO)?

Generative Engine Optimization (GEO) refers to the strategic optimization of content with the goal of being preferentially cited, mentioned, or recommended by generative AI systems. Unlike traditional search engines, where ranking occurs on a results page, these systems generate answers directly to user queries. Therefore, GEO addresses the question:

How do I ensure my content appears in the answers of chatbots and AI assistants?

This requires a deep understanding of how language models process content, utilize sources, and what criteria they use to select information.

Why GEO is becoming increasingly important

1. Changing search behavior

More and more people are using AI-assisted tools instead of traditional search engines. Questions like “What is the best coffee machine under €200?” or “How do I apply for a student visa in Canada?” are increasingly posed to chatbots—and these provide direct, summarized answers, often without referencing a Google results page.

2. Declining click-through rates in traditional search results

Google is already integrating AI-generated answers into the search (“AI Overviews”). This means that even if your website ranks number 1 on Google, it can be bypassed if the generative answer provides all necessary information. GEO aims to be integrated into these answers themselves.

3. Growing number of “Answer Engines”

Besides ChatGPT and Google Bard (Gemini), there are more and more specialized generative platforms (e.g., Perplexity, You.com, Claude, Neeva). GEO ensures that your content also gains attention there.

How do generative models work and what does this mean for GEO?

Generative AI models like GPT-4, Claude, or Gemini are based on billions of parameters and have been trained on vast amounts of text. They generate responses based on probable text continuations, supported by an internal “knowledge graph.”

They rely on two types of information:

  1. Training Data – Content that has been integrated into the model (static, mostly not up to date)

  2. Retrieval-Augmented Generation (RAG) – Models connected to search systems or plugins that fetch current information from the internet (e.g., ChatGPT with browsing function)

GEO aims to be present in both training and retrieval processes.

GEO vs. SEO: The key differences


Aspect

SEO

GEO

Target platform

Google, Bing, Yahoo

ChatGPT, Gemini, Claude, Perplexity etc.

Optimization goal

Ranking on results pages

Integration into generative answers

Ranking factors

Backlinks, keywords, page speed

Authority, clarity, structure, citability

Output

List of links

Direct answer in natural language

Metrics

Click rate, position, dwell time

“Named mentions,” answer mentions


Strategies for successful GEO

1. Provide clear, citable information

AI models love structured, precise, and factually correct content. GEO-relevant content:

  • provides clear answers to frequently asked questions

  • includes well-structured sections and headings

  • utilizes lists, tables, bullet points

  • defines terms clearly and completely

2. Build expertise and authority

Generative systems prefer content from reliable sources. Relevant signals include:

  • Mentions on trusted websites

  • References in scientific or governmental contexts

  • Author profiles with subject relevance (E-A-T principle: Experience, Authoritativeness, Trustworthiness)

3. Use of “Machine-readable Content”

Structured data formats such as:

  • Schema.org markup

  • JSON-LD

  • Open Graph Tags

allow machines to better understand and correctly assign content.

4. AI-friendly language and formats

Since AI has been trained on large amounts of human language, a generative wording style helps:

  • Use understandable language, avoid jargon overload

  • Avoid “keyword stuffing” in favor of natural text flows

  • Explicitly state frequently asked questions and their answers (“FAQ style”)

5. Timeliness and indexing

Ensure that:

  • your content is regularly updated

  • your website is publicly accessible and can be indexed by crawlers

  • ideally, you also appear in third-party sources (e.g., Wikipedia, specialty portals)

GEO tools and metrics

As GEO is still a young field, there are no standardized tools—but initial tools and methods are emerging:

Possible Tools

  • Perplexity AI: Which sources are being cited?

  • ChatGPT Advanced Data Analysis: Check your own texts for “AI compatibility”

  • Search Engine Simulators: Simulate how generative models respond

Relevant metrics (forward-looking)

  • Mention Rate” – how often is your brand/website mentioned in generative answers?

  • Answer Visibility Score” – how present is your domain in AI answers?

  • Citable Content Coverage” – how much of your content is clearly citable?

Risks and challenges of GEO

1. Lack of transparency

Generative AI does not always display its sources—making it difficult to accurately measure how successful GEO strategies are.

2. Delayed impact

Even if you optimize content, it can take weeks for AI models to “see” or use it—especially with models that have static knowledge.

3. Copyright issues

If AI uses your content, the question arises: Will it be cited correctly? Will intellectual property be respected?

GEO in practice: Application examples

Example 1: Travel provider

A travel provider wants to appear in ChatGPT for questions like “What are the best activities in Mallorca?”. Through GEO-strategically formulated articles with lists, tips, and real experiences, it manages to be cited as a source in AI answers.

Example 2: SaaS company

A B2B software company regularly writes explanatory content about IT security standards. Thanks to clearly structured texts, good indexing, and semantic readability, it is more frequently used as a source by generative systems.

Conclusion: GEO is the new SEO

Generative Engine Optimization is not a short-term trend, but a structural change in how content is found on the internet. Those who create content today must not only think of Google— but of a variety of generative systems that increasingly focus on the direct answering of user questions.

Early GEO strategies provide companies with a decisive competitive advantage: Those who appear in AI answers will be more visible than those who only appear in traditional search results. GEO is the new elite class of visibility—for content that is to be understood by both humans and machines.

GitLab

GitLab is a web-based DevOps platform that originally started as a Git repository manager but has evolved over the years into a comprehensive solution for the entire software development and IT operations lifecycle. It allows teams to centrally and efficiently manage the complete lifecycle of software projects—from planning to developing, testing, delivering, and finally operating. With its open-source core and a wide range of features, GitLab has established itself as a strong alternative to GitHub, Bitbucket, and other tools.

We actively use it at dietz.digital as a software development tool and ticket system, which is why a longer article is available at this point.

1. Origin and Development

GitLab was founded in 2011 by Dmitriy Zaporozhets and Valery Sizov in Ukraine. The idea was to create a self-hosted Git management tool that is free and open-source. Git itself is a distributed version control system developed by Linus Torvalds—GitLab builds on this system and expands it with a variety of features that are essential for modern software development.

Today, GitLab is available in several versions:

  • GitLab Community Edition (CE) – the open-source version

  • GitLab Enterprise Edition (EE) – with advanced features for large enterprises

  • GitLab.com (Cloud) – a SaaS version hosted by GitLab Inc.

2. Main Features

GitLab offers numerous features that are divided into six core DevOps phases:

1. Plan

GitLab provides integrated project planning features, such as:

  • Issue Tracking

  • Milestones

  • Epics

  • Roadmaps

  • Kanban Boards

These tools allow teams to organize their work and prioritize tasks—all within the platform without needing to rely on external tools.

2. Create

The heart of GitLab is the Git repository. Developers can version, manage, and collaborate on their code here. Other important features:

  • Merge Requests (similar to Pull Requests on GitHub)

  • Code Reviews and Inline Comments

  • Branch Protection Rules and Access Controls

  • Web-based Editor

  • Snippets (sharing code snippets)

3. Verify

In this phase, GitLab supports automated testing and static code analysis. Continuous Integration (CI) is a central component:

  • GitLab CI/CD with .gitlab-ci.yml configuration files

  • Pipelines that automatically start with each commit

  • Integration of Unit Tests, Build Processes, and Code Linting

  • Parallel Jobs and Dependencies

4. Package

GitLab supports its own package registries:

  • Container Registry (Docker Images)

  • Maven, npm, NuGet, and other package formats

  • Package management directly in the project context

5. Release

Here, GitLab can automate deployments:

  • Continuous Delivery (CD)

  • Canary Releases, Rollbacks, Blue-Green Deployments

  • Deployment Tags

  • GitOps Integration with Kubernetes

6. Configure & Monitor

GitLab can manage infrastructure code and monitor systems:

  • Infrastructure as Code (e.g., with Terraform)

  • Kubernetes Integration

  • Monitoring with Prometheus and Grafana

  • Incident Management

GitLab CI/CD in Detail

A particularly noteworthy feature is GitLab CI/CD. This pipeline automation allows teams to fully automate the build, test, and release processes. CI/CD configuration is done through a YAML file in the project directory. Jobs can be executed sequentially or in parallel as needed. Runners (agents) perform these jobs, either on the GitLab infrastructure (in the cloud) or on their own servers (self-hosted).

Typical process:

  1. Developer pushes code

  2. GitLab starts a pipeline

  3. Jobs are executed (Build, Test, Analyze)

  4. On success: automatic delivery or manual approval

Security and Compliance

Security is an integral part of GitLab. Even in the free version, basic security features are available:

  • SAST (Static Application Security Testing)

  • DAST (Dynamic Application Security Testing)

  • Dependency Scanning

  • Secret Detection

  • Container Scanning

  • License Compliance Management


These functions help to identify security issues early in the development process.

Benefits of GitLab

Unified Platform: GitLab combines features that are often only available through a combination of multiple tools from other providers.

Open Source: The Community Edition is freely available and is actively developed.

Self-Hosted or Cloud: Companies can run GitLab themselves or use it as SaaS—depending on security and data protection requirements.

Strong Automation: The CI/CD functions are among the most powerful on the market.

Scalability: From small startups to large corporations, GitLab can be scaled.

Challenges and Criticisms

Despite its strengths, there are also challenges:

  • Complexity: The multitude of features can be overwhelming for beginners.

  • Performance with Large Repositories: In very large projects, misconfiguration can lead to performance issues.

  • User Interface: Not every user finds the UI intuitive—especially when compared to GitHub.

  • License Model: Some key features (e.g., advanced security scans or cluster management) are only available in the paid Enterprise version.


Comparison with GitHub and Bitbucket

While GitHub is more geared towards open-source communities and has a larger user base, GitLab excels with its CI/CD integration and "Single Application" approach. Bitbucket, on the other hand, is deeply integrated with other Atlassian products like Jira, making it attractive for Jira users.

In brief:

  • GitLab: All-in-one platform, ideal for DevOps

  • GitHub: Focus on developer community, large reach

  • Bitbucket: Strongly integrated into the Atlassian ecosystem

Areas of Application

GitLab is particularly suitable for:

  • Software development projects of any size

  • DevOps teams that value automation and transparency

  • Companies with high security needs

  • Universities and educational institutions that work collaboratively

  • Open-source projects thanks to free hosting options

Conclusion

GitLab is much more than just a Git repository manager—it is a fully-fledged DevOps platform that covers the entire lifecycle of software development. With its broad range of features, high customizability, and strong automation, GitLab is one of the most powerful tools in modern software development. Although it requires some onboarding time, it offers enormous benefits to both small teams and large companies in the daily development process.

An alternative to GitLab is also Jira.

Google Ads

As a Google partner, we provide various clients with comprehensive ad strategies. An indispensable part of this is Google Ads. Below, we want to show you the essential parameters of Google Ads. But beware: using Google Ads correctly is complex, time-consuming, and must remain constantly in management, that is, daily.

Nevertheless, it is important, even though we as an agency implement it, to understand a bit more about how Google Ads work. Google Ads are not a competitor to SEO or GEO; they are always an addition and are part of the media plan.

There are significant differences in the use of campaign types. Therefore, it should be mentioned here that a digital strategy is needed to know exactly how budgets and messages can be utilized optimally and efficiently.

Please feel free to contact us.

What is Google Ads?

Google Ads (formerly known as Google AdWords) is Google's advertising platform that allows businesses to run paid ads in Google search results, on YouTube, in Gmail, and throughout the Google Display Network. It is one of the most effective and widely used forms of online marketing, as it enables targeted advertising that is displayed precisely when users search for specific information, products, or services.

Google Ads is based on an auction model and the so-called Pay-per-Click (PPC) principle: advertisers only pay when a user actually clicks on their ad.

How does Google Ads work?

The Google Ads system is designed to show highly relevant ads to users who make a specific search query or surf on certain websites. The most important components are:

  1. Keywords Advertisers define keywords that should trigger their ad to appear when a user enters them. These keywords should match the offer and reflect search intentions.

  2. Ad auction For every search query, Google decides within milliseconds which ads will be displayed. This decision is based on a mix of bid amount, quality score, and expected click-through rate.

  3. Quality score The quality score is a metric calculated by Google ranging from 1 to 10 based on the relevance of the ad, the user experience on the landing page, and click-through rate (CTR).

  4. Ad formats Google Ads offers various formats:


    • Text ads in Google search

    • Display ads (graphics) on partner websites

    • Shopping ads for e-commerce

    • Video ads on YouTube

    • App advertising in the Google Play Store and other channels

Benefits of Google Ads

  1. High reach Google processes several billion searches daily. With Google Ads, one can be specifically visible when potential customers search for solutions.

  2. Targeted advertising Users can be segmented by location, language, device, interests, age, and much more. This means: Ads are only shown to those who are genuinely relevant.

  3. Quick results Unlike search engine optimization (SEO), where results can take weeks or months, Google Ads has an immediate effect once the campaign is activated.

  4. Full cost control Advertisers set a daily or monthly budget. There are no minimum costs, and you only pay for actual interactions (clicks).

  5. Measurability and optimization With Google Ads, all metrics such as clicks, impressions, conversions, cost per conversion (CPA), and return on ad spend (ROAS) can be measured and analyzed precisely.

Best practices for successful Google Ads

  1. Conduct keyword research intensively Use tools like the Google Keyword Planner to find relevant search terms that show both search volume and purchase intent.

  2. Clearly structure campaigns and ad groups A clean structure helps to target budgets effectively and analyze the performance of individual areas.

  3. Regularly test ad texts Use different variants (A/B testing) to find out which formulations achieve the best click-through rate.

  4. Optimize landing pages The page that is clicked on should match the ad text, load quickly, be mobile-friendly, and contain clear calls to action.

  5. Set up conversion tracking Only those who know which ads lead to sales or leads can manage their campaigns sensibly.

  6. Use negative keywords Avoid unnecessary expenses by excluding terms that do not match your offer.

Common mistakes with Google Ads

  • Too broad keywords: This leads to too much scatter loss and high costs without conversions.

  • Missing segmentation: Without audience settings, the budget often goes to waste.

  • No optimization: Campaigns that are set up once and never adjusted rarely perform well.

  • Poor ad quality: Irrelevant or boring ads get few clicks and lower the quality score.

Budgeting and costs

The costs for Google Ads are flexible. Billing is usually done via Cost-per-Click (CPC). The average CPC values vary significantly by industry, competition, and keyword:

  • Low CPCs: from €0.10 (e.g., in niches)

  • High CPCs: over €5 (e.g., in finance or insurance)

It's important to note that the highest bidder does not automatically win – the quality score plays a crucial role as well.

Google Ads vs. SEO

Criterion

Google Ads

SEO

Visibility

Immediate after campaign launch

Long-term buildup

Costs

Ongoing costs per click

No click costs, but effort for content

Control

High control, precise targeting

Less flexible

Sustainability

Only as long as budget is available

Sustainable visibility

Both methods have their justification and work particularly effectively in combination.

Conclusion

Google Ads is an extremely powerful tool for businesses of all sizes to reach their target audiences specifically, measurably, and scalably. It offers flexibility, control, and immediate visibility – provided that one approaches it strategically. Continuous optimization, data-driven decisions, and a good balance between ad texts, keywords, and landing pages are key to success.

Whether you want to generate leads, sell products, or build your brand – with Google Ads, you can efficiently pursue your goals. But as with any marketing channel, it holds true: Success does not occur automatically but is the result of careful planning and constant optimization.

H

Holistic

Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.

HubSpot

HubSpot is a comprehensive, cloud-based platform that helps businesses optimize their marketing, sales, and customer service processes. HubSpot is particularly well-known for its approach to inbound marketing – a method aimed at attracting customers through useful content and personalized communication rather than interrupting them with traditional advertising. Since its founding in 2006, HubSpot has evolved from a pure marketing tool into a versatile business platform used worldwide by startups to large corporations.

1. The History of HubSpot

HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah. The two recognized that traditional marketing methods – such as cold calling or mass messaging – were losing effectiveness. Instead, they wanted to help companies engage with customers in a new way: through helpful content that is available exactly when the customer needs it.

This idea was the starting point of the inbound marketing concept – and the beginning of HubSpot. The company grew rapidly and continually developed its platform. Today, HubSpot is one of the leading providers of CRM software globally and is listed on the New York Stock Exchange (NYSE).

2. The HubSpot Product Range

HubSpot consists of several integrated "hubs" that can be used individually or combined depending on needs:

a) Marketing Hub

The Marketing Hub is the centerpiece for inbound marketing activities. It includes features such as:

  • Creating and managing landing pages

  • Email marketing and automations

  • SEO tools

  • Social media management

  • Blogging and content creation

  • Lead capture and tracking

The goal is to convert visitors into leads and further develop them through targeted campaigns.

b) Sales Hub

The Sales Hub supports sales teams in organizing, tracking, and closing deals. Key features include:

  • Email tracking and templates

  • Meeting scheduler

  • Deal pipelines

  • Task and activity management

  • Proposal and contract templates

  • Sales automation

This allows sales employees to work more efficiently and focus on truly qualified leads.

c) Service Hub

This area is aimed at customer service and helps with the care of existing customers. Features include:

  • Ticket system for handling support inquiries

  • Knowledge base

  • Live chat and chatbots

  • Customer feedback tools (e.g., NPS)

  • Automated service workflows

The goal is to retain customers in the long term and increase their satisfaction.

d) CMS Hub

HubSpot's CMS Hub enables companies to create, manage, and personalize websites – without programming knowledge. Features:

  • Drag-and-drop editor

  • Dynamic content based on visitor profiles

  • SEO optimization

  • Integrated analytics functionalities

Unlike traditional CMS platforms like WordPress, HubSpot's CMS is fully integrated with marketing and CRM data.

e) Operations Hub

This hub is aimed at technical teams and ensures better data quality and integration. Tools include:

  • Data synchronization between platforms

  • Automated data cleansing

  • Workflow extensions through custom code

  • Integrations with third-party systems via APIs

3. The Core: HubSpot CRM

HubSpot's free CRM forms the basis of all activities. It offers:

  • Overview of contacts, companies, deals, and tasks

  • Real-time tracking of customer interactions

  • Pipeline management for sales and marketing

  • Automatic data capture from emails, calls, and forms

Thanks to seamless integration with the other hubs, teams always maintain an overview of their customers and activities – from the first contact to long-term care.

4. Inbound Marketing – The Core Idea

The central approach of HubSpot is inbound marketing. Unlike outbound marketing, which relies on advertising and active customer acquisition, inbound is based on the principle: "Help people first, then they might buy from you."

The method can be divided into three phases:

  1. Attract – e.g., through blogs, social media, and SEO

  2. Engage – through personalized communication, email marketing, and lead nurturing

  3. Delight – through excellent service, customer loyalty, and referrals

HubSpot provides the right tools for each of these phases, from content creation to automated customer service.

5. Automation and Workflows

A major advantage of HubSpot is automation. Using so-called workflows, recurring processes can be automated, for example:

  • Welcome emails after registration

  • Lead nurturing tracks

  • Reminders for follow-ups

  • Automatic assignment of leads to sales employees

These automations save time and help to personalize communication with customers – without manual effort.

6. Reporting and Analytics

HubSpot provides extensive reporting tools. Users can:

  • Configure dashboards individually

  • Track conversions (e.g., from lead to customer)

  • Measure campaign successes

  • Evaluate sales performance

The data helps make informed decisions and continuously improve marketing and sales strategies.

7. Integration and Extensibility

Another advantage is the high compatibility with other systems. HubSpot offers:

  • Over 1,000 integrations in the marketplace (e.g., with Salesforce, Mailchimp, Zoom, Slack)

  • Open APIs for custom adjustments

  • Native integrations with Google and Microsoft products

This allows HubSpot to be easily integrated into existing business processes.

8. Pricing Structure

HubSpot offers a freemium model: Many basic functions (especially in CRM) are available for free indefinitely. Additionally, there are paid packages ("Starter", "Professional", "Enterprise") that vary in functionality, number of users, and support.

For small businesses, the free entry point is often sufficient, while larger companies can benefit from the advanced functions.

9. Advantages of HubSpot

  • User-friendly: Intuitive interface, usable even without IT knowledge

  • Modular structure: Only the required hubs need to be activated

  • All from one source: No tool chaos, all data is centrally consolidated

  • Strong community: Thousands of tutorials, forums, HubSpot Academy

  • Regular updates: Continuous development and new features

10. Challenges and Criticism

Despite many advantages, there are also some weaknesses:

  • Costs: With increasing functional needs, HubSpot can become expensive

  • Complexity in scaling: Large setups require professional configuration

  • Customization limitations: Not all areas are 100% flexibly customizable

  • Strong dependency on the ecosystem: Migration to other platforms is cumbersome

Conclusion

HubSpot is a powerful all-in-one platform for companies that want to centrally manage marketing, sales, and customer service. With its user-friendly approach, extensive automation capabilities, and flexible scalability, HubSpot is particularly attractive for growing companies. Those who want to successfully attract, retain, and delight customers in the long run will find in HubSpot a modern, data-driven tool that is convincing both strategically and operationally. Feel free to contact us about this!

Hunter in Sales

Hunter in Sales – The active seller on the hunt for new customers

In sales, the term “Hunter” describes a specific role or mentality of a seller. A Hunter specializes in acquiring new customers, meaning they go “on the hunt” for business opportunities. They focus heavily on prospecting, networking, and building new business relationships – in contrast to the “Farmer”, who cares for and nurtures existing customers.

The Hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a Hunter include identifying potential customers (leads), initial contact (cold calling or email), presenting products or services, as well as closing new contracts.

This role is particularly important in companies with a growth-oriented strategy, start-ups, or firms looking to venture into new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenues and gains new market shares.

A successful Hunter needs not only communicative skills but also a good dose of resilience, strategic thinking, and a knack for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.

While the Farmer secures customer loyalty and long-term relationships, the Hunter ensures that new customers actually come into the company. Both roles are important – but especially in dynamic industries or during the introduction of new products, the Hunter is indispensable for success.

In short: A Hunter in sales is the engine for growth – goal-driven, proactive, and always on the lookout for the next deal.

I

Impressions

In the world of digital marketing, there are many metrics that determine the success or failure of campaigns. One of the most fundamental, yet often misunderstood metrics is the impression. It is at the beginning of many customer journeys and forms the basis for visibility on the web. But what exactly are impressions, how are they measured, what do they convey – and what do they not?

In this article, we take a close look at the significance of impressions in digital marketing, explain their role across different channels, show typical use cases, and discuss how to interpret them correctly.

What are impressions?

Impressions (German: Einblendungen or visibilites) indicate how often a digital element – such as an ad, a social media post, or a search result – has been displayed on a user's screen. It does not matter whether the user actually reacted to it – what matters is that the element was visible.

Example: If a Facebook post appears 1,000 times in users' feeds, it has generated 1,000 impressions – even if only 50 people clicked or interacted with it.

Difference between impressions and reach

A common misconception: Impressions and reach (Reach) are not the same.

  • Impressions: How often has a piece of content been displayed? (one person can generate multiple impressions)

  • Reach: How many unique users have seen the content?

Example:

  • A post reaches 500 people (reach) but is displayed 1,200 times (impressions) → this means, on average, each person has seen the post 2.4 times.

Why are impressions important in digital marketing?

  1. Early indicator of visibility

    Impressions show whether and how often content or ads are displayed.

  2. Foundation for brand awareness

    Without visibility, there is no interaction – impressions are the first step toward attention and recognition.

  3. Comparison and optimization

    By comparing impressions with clicks (CTR), conversions, or engagement rates, optimization potentials can be identified.

  4. Measurability of advertising effects

    Especially in branding campaigns, the focus is not on the click, but on the repetition of visibility contacts.

Impressions in different channels

1. Google Ads (search engine advertising)

Impressions occur when an ad appears in search results. Here, they are central to the calculation of CTR (Click-Through Rate):

CTR = (Clicks / Impressions) × 100

A high number of impressions without clicks may indicate irrelevant keywords, poor ad quality, or low conversion incentives.

2. Social Media Marketing

In social networks like Facebook, Instagram, LinkedIn, or X (formerly Twitter), impressions are used to evaluate the reach of organic and paid content. The distinction is important:

  • Organic impressions: Number of impressions without paid advertising.

  • Paid impressions: Impressions from paid ads.

  • Viral impressions: Visibility contacts from shared content within the network of other users.

3. Display Advertising

In display marketing (e.g., banner ads on websites), impressions are measured very accurately, as advertisers often pay based on CPM (Cost per Mille = Cost per 1,000 impressions). Here, interaction does not count; rather, pure visibility does.

4. SEO (Search Engine Optimization)

Impressions are also recorded in the Google Search Console. They indicate how often a website or a subpage has been displayed in Google search results – regardless of whether it was clicked.

How are impressions measured?

The exact definition of when an impression counts depends on the channel and the provider.

Examples:

  • Google Ads: An impression counts when an ad appears in the search results (even if the user does not scroll down to it).

  • Facebook/Instagram: An impression counts when the content is loaded in the visible area (even if the user immediately scrolls past).

  • Display Ads (e.g., Google Display Network): Here,

Information architecture

The information architecture (IA) is a central concept in the digital world. It describes the structuring, organization, and presentation of information in digital systems – particularly on websites, in apps, software solutions, and information portals. The goal of information architecture is to facilitate users' access to relevant information and to improve usability as well as the user experience.

1. Definition and Basics

Information architecture is the art and science of structuring information so that it is easily findable, understandable, and usable. The discipline combines elements from design, user research, cognitive psychology, library science, and computer science. It ensures that information is logically categorized, labeled, and accessible – regardless of the scope or complexity of a digital product.

Simply put: Information architecture ensures that users find what they are looking for.

Core elements of information architecture

The classic information architecture consists of four central elements:

  1. Organization: The way in which information is categorized and structured (e.g., thematically, alphabetically, chronologically).

  2. Navigation: How users move within an information system (menus, links, breadcrumbs).

  3. Labeling: How content is labeled (e.g., understandable menu titles, meaningful link titles).

  4. Search: The ability to find targeted information through search functions.

These four areas interconnect and largely determine how intuitively and efficiently a digital system can be operated.

2. Importance of information architecture

In a world where information is available in seconds, good information architecture often decides the success or failure of digital products. Particularly in complex information systems with many contents, a clear structure is essential.

Advantages of good information architecture:

  • Faster information retrieval: Users find what they are looking for more quickly.

  • Higher user satisfaction: A good structure facilitates orientation and reduces frustration.

  • Better conversion rates: In online shops or service offerings, clearly structured information can lead to higher sales or more interactions.

  • More efficient maintenance by editors: For content managers, maintenance becomes easier when content is logically and systematically structured.

  • Stronger brand loyalty: A positive user experience directly affects the perception of a brand.

3. Information architecture in UX design

Information architecture is a fundamental part of User Experience (UX) design. While UX design encompasses the entire process of user interaction, IA forms the structural backbone – much like the skeleton in the human body.

Relationship with other disciplines:

  • Interaction Design (IxD): Defines how the user moves through the structure.

  • Content Strategy: Determines which content is provided.

  • Visual Design: Gives information architecture a face.

  • User Research: Insights into user needs are integrated into the structuring.

In agile project teams, information architects often work with UX designers, developers, product managers, and editors.

4. Methods and tools

Information architects use various methods to structure a system user-friendly:

a) Card Sorting

In card sorting, terms or content are written on cards, which are logically grouped by test participants. This provides valuable insights into how users expect and categorize information.

b) Sitemaps

Sitemaps visualize the hierarchy and structure of a website. They provide an overview of page levels, navigation structures, and possible links.

c) Wireframes

Wireframes are simple sketches of page layouts that show where content and navigation points are positioned. They help visually test the structure before design and development begin.

d) User Journeys

These describe typical usage scenarios and show the paths users take through the system to achieve their goals.

e) Content inventory and audit

This involves analyzing an existing website or platform: What content exists? How up-to-date is it? Where are there redundancies or gaps?

5. Best practices for information architecture

An effective information architecture follows certain design principles. Some of these are:

  • Consistency: Similar content should be organized in similar ways.

  • Recognizability: The structure should meet users' expectations (e.g., product information in the online shop under "Products").

  • Flexibility: The IA should be scalable – new content should be able to be added without restructuring.

  • Feedback and orientation: Users should always know where they are.

  • Minimalism: No unnecessary levels or superfluous categorizations.

Principles by Rosenfeld & Morville

The authors of the standard work “Information Architecture for the World Wide Web” (also known as “The Polar Bear Book”) propose the following principles:

  • Object principle: Content is living objects with life cycles.

  • Choice principle: Users do not need many options, but good options.

  • Openness principle: Systems must be able to grow.

  • Node principle: Any page can be an entry point.

6. Challenges of information architecture

Although it is indispensable, IA is often underestimated or only considered late in the process. This leads to frequent problems:

  • Confusing navigation: Users cannot find their way or do not know how to return to a piece of information.

  • Redundancies and inconsistencies: Same content appears multiple times or under different names.

  • Scaling issues: New content cannot be meaningfully integrated.

  • Insufficient search function: When content is difficult to search, the user experience suffers.

The solution lies in the early involvement of IA experts, continuous user testing, and flexible planning.

7. Information architecture in practice

Typical application examples:

  • E-commerce: Products need to be clearly categorized and filterable. A customer should intuitively navigate from the homepage to the desired item.

  • Intranets: Large companies need a structured repository for internal documents and processes.

  • Knowledge databases: Information must be logically linked and findable.

  • Educational platforms: Learning content must be organized thematically and didactically sensibly.

8. Future of information architecture

With the increase of AI-driven interfaces, voice interfaces, and multichannel systems, information architecture is also changing. It is no longer sufficient to structure only websites – voice systems, chatbots, or augmented reality applications also require sensible IA.

The demands on IA are becoming increasingly complex: content must be equally accessible in various contexts, devices, and media. The role of information architecture is shifting from static structuring to the dynamic management of information flows.

Conclusion: Information architecture is more than just menu structure or page hierarchy – it is the foundation of every digital application. Anyone planning or developing digital products should give it the necessary attention. Because a good structure determines whether users stay or leave, understand or are puzzled, convert or give up.

Insights

In the world of digital marketing, it's no longer just about spreading content, running ads, or publishing social media posts. The key to sustainable success today lies in understanding the target audience, measuring interactions, and deriving concrete actions. This is exactly where insights come into play.

Insights are more than just data. They are interpreted information that provides deeper insights into the behavior, preferences, and needs of users. In this article, you will learn what digital marketing insights truly are, what types exist, how they are collected, and how companies can use them to make smarter strategic decisions.

What are insights in digital marketing?

The term "insights" comes from the English word for "insights" and refers to the knowledge gained from data that can be used for strategic decisions in digital marketing. They are thus analytically derived conclusions that go beyond mere statistics.

An insight only occurs when a meaningful interpretation is made from an observed fact (e.g., a high bounce rate on a landing page) (e.g., the landing page is not optimized for mobile users, even though the majority of the target audience comes via smartphones).

Why are insights so important?

  • Better audience targeting: Insights help to understand what customers really want.

  • Efficiency increase: Marketing budgets can be deployed more effectively.

  • Campaign optimization: Real-time data allows for rapid adjustments.

  • Fostering innovation: Insights highlight new opportunities, products, or services.

  • Personalization: Data-driven personalization increases relevance and conversion rates.

Types of insights in digital marketing

1. Audience insights

These provide insights into demographic features, interests, behavior patterns, and usage habits. Tools like Google Analytics, Facebook Audience Insights, or HubSpot help answer questions such as:

  • Who visits my website?

  • Which age group interacts the most with my content?

  • What are my customers' interests?

2. Channel insights

They show how users behave across different channels (e.g., SEO, social media, email, paid ads). This includes metrics such as click-through rate, cost per click, time spent, or bounce rate.

3. Campaign insights

These focus on the performance of individual campaigns. They answer questions such as:

  • Which ad achieves the highest conversion?

  • Which targeting works best?

  • How do A/B tested variants perform?

4. Competitive insights

Tools like SEMrush, SimilarWeb, or BuzzSumo provide information about the activities and strengths of competitors. Strategies can be derived or gaps identified from this data.

5. Customer journey insights

These insights help to understand how customers move through the conversion funnel: from the first contact to purchase or repurchase. Heatmaps, session recordings, and funnel analyses are particularly revealing here.

How to gain insights?

1. Web analytics

Tools like Google Analytics, Matomo, or Adobe Analytics show how users interact with a website: page views, time spent, conversions, bounce rates, device distribution, etc.

2. Social media analysis

Facebook, Instagram, LinkedIn, TikTok, and others offer their own insights dashboards with data on reach, engagement, growth, and audience demographics.

3. Surveys and customer feedback

Direct surveys (e.g., using Google Forms, SurveyMonkey, or Typeform) provide qualitative insights that complement purely quantitative data.

4. Heatmaps and user recordings

Tools like Hotjar or Crazy Egg show how visitors actually use a website – where they click, scroll, or abandon.

5. CRM and sales data

CRM systems like Salesforce, Pipedrive, or HubSpot allow for in-depth analysis of customer behavior across all touchpoints.

From data to insights: The right interpretation

Data alone is just numbers. Insights only arise through analysis and contextualization. A structured process helps:

  1. Collect data

    Incorporate quantitative (numbers, KPIs) and qualitative (feedback, observations) data sources.

  2. Segment and compare

    Segment by age, location, source, device, etc., to identify patterns.

  3. Find correlations

    Are there relationships? For example, between time of day and conversion rate?

  4. Understand context

    What might explain external influences? (e.g., seasonality, competitor campaigns)

  5. Form actionable statements

    A good insight is actionable: “Our mobile conversion rate is 40% lower than on desktop – we need to optimize the mobile checkout.”

Examples of insights with practical relevance

  • E-commerce: Customers most frequently abandon the purchase process in the last step → Insight: The checkout is too complicated.

  • Social Media: Reels achieve 3x more engagement than images → Insight: Focus on video formats is increasing.

  • Newsletter: Subject lines with personalization have 20% higher open rates → Insight: Automation and segmentation improvements.

  • Paid Ads: Ads with testimonials have lower CPCs → Insight: Social proof is more persuasive.

Tips for better marketing insights

  • Set clear goals: Without a goal, there is no relevant analysis. What do you want to achieve with the campaign?

  • Use dashboards: Visualize your data in tools like Google Data Studio or Looker.

  • Link data sources: CRM, analytics, social media, and advertising channels should be analyzed together.

  • Form hypotheses: Target your assumptions with A/B tests.

  • Use AI and predictive analytics: Modern tools help not only to look back but also to forecast future developments.

Challenges when working with insights

  • Data flood: Often, there is too much data – the right selection is crucial.

  • Misinterpretations: Correlation is not the same as causation. Always view numbers in context.

  • Data silos: Departments often work with separate tools – an integrated view is missing.

  • Data protection: GDPR and other regulations must be observed when tracking and utilizing personal data.

The future: Automated and AI-supported insights

With the increasing data volume, automated analyses and AI-supported tools are becoming increasingly important. Platforms like Google Analytics 4, HubSpot AI, or chatbots with data insights already provide proactive recommendations for actions based on patterns and forecasts.

The future belongs to a marketing world where machines detect trends, suggest options for action, and marketers can operate based on data, quickly and personalized.

Conclusion

Insights are the cornerstone of successful digital marketing. They allow for more targeted campaign management, a better understanding of customer needs, and achieving competitive advantages. It is crucial not only to collect data but also to interpret it correctly and consistently apply it in practice.

Companies that strategically use data make smarter decisions, save resources, and build sustainable relationships with their customers. In a data-driven world, insights are not just an advantage – they are a necessity.

Intercom

Intercom is a modern communication platform that helps companies interact with their customers in real time. It was founded in 2011 and has since established itself as a central tool in customer communication and user experience. Intercom combines live chat, automated messages, helpdesk features, and a CRM system into a single, user-friendly platform.

At the heart of Intercom is the live messenger, which can be directly integrated into websites or mobile apps. This allows companies to communicate immediately with website visitors or existing customers. The platform provides both real-time and automated communication, which offers significant advantages, especially in marketing, sales, and customer service. Chatbots and automated messages enable the answering of frequently asked questions without human intervention and efficiently qualifying leads.

Another core area of Intercom is the help center. Companies can build a knowledge base there, where customers can find answers to common questions themselves. These self-service options relieve support teams and simultaneously improve the user experience.

Intercom can be integrated with numerous tools, such as Salesforce, Slack, HubSpot, or email services like Mailchimp. The platform also offers detailed analytics and reports that allow companies to monitor user behavior, the performance of support, and the success of campaigns.

The user interface of Intercom is modern and intuitively designed, making implementation easier. Especially for SaaS companies, e-commerce platforms, and digital startups, Intercom is a valuable tool for increasing customer retention and conversion rates.

Overall, Intercom is a powerful solution for companies that want to centralize and automate their customer communication.

IOC

IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.

J

Jira

Jira is a web-based project management tool that was originally developed by Atlassian to track bugs in software projects. Today, Jira is much more than just a bug-tracking tool – it has evolved into a versatile platform for agile project management, task tracking, and team collaboration. Especially in software development, Jira is widely used worldwide and supports methodologies such as Scrum, Kanban, or a hybrid of them.

The heart of Jira is the so-called “Issue” system. Each “Issue” represents a single task, a problem, or a feature that can be tracked and managed. These can be individually configured, prioritized, commented on, and assigned deadlines. Teams can create projects, plan sprints, and visualize their progress through dashboards and reports. By integrating boards (such as Kanban or Scrum boards), teams can always keep an overview of the project status.

A major advantage of Jira is its high customizability. Workflows, fields, and permissions can be flexibly designed to meet the requirements of small teams all the way to large enterprises. In addition, Jira can be extended through the Atlassian Marketplace platform – here thousands of add-ons are available, such as for time tracking, test management, or integration with other tools like GitHub, Slack, or Confluence.

Another plus is the cloud option, where no own infrastructure is necessary. Alternatively, Jira can also be operated locally (Server/Data Center).

Despite its advantages, Jira is often considered complex for beginners. A good training or introduction is therefore sensible to fully leverage its potential. Overall, Jira is a powerful tool that offers real value, especially in agile teams.

An alternative that we use is GitLab.

K

Channels

Digital marketing is more diverse and complex than ever – and one of the central success factors is the choice and orchestration of the right channels. Every channel has its own strengths, target audiences, content, and mechanics. Successful brands know how to use, combine, and optimize different channels purposefully.

In this article, we shed light on the most important digital marketing channels, their functions, advantages and disadvantages, and best practices for effective use.

What is a channel in digital marketing?

A marketing channel is a communication path through which a brand engages with its target audience. In digital marketing, these are digital platforms and technologies through which content is distributed, customers are acquired, and relationships are built.

The choice of channel significantly influences:

  • Reach

  • Target audience engagement

  • Engagement

  • Conversion rates

  • Customer satisfaction

Therefore, it is crucial to consider the respective channels not in isolation but as part of a holistic marketing strategy.

1. Owned Channels

a) Website

The website is the digital home of a brand – a source of information, a sales platform, and a trusting anchor at the same time.

Strengths:

  • Complete control over content and design

  • Measurability and personalization

  • Integration of shop, blog, service, and more


Tips:

  • Mobile optimization and fast loading times

  • SEO-friendly structure

  • Conversion-oriented design

b) Blog

A blog regularly creates new content, improves SEO ranking, and establishes thought leadership.

Use cases:

  • How-to guides

  • Case studies

  • Industry trends

Success criteria:

  • Relevance for the target audience

  • Value added instead of advertising

  • Regular publication

c) Newsletter / Email Marketing

A proven and highly converting channel – direct, individual, and cost-effective.

Advantages:

  • High personalization

  • Direct access to the inbox

  • Automated workflows and trigger emails

Examples:

  • Welcome emails

  • Product recommendations

  • Abandoned cart reminders

2. Earned Channels

a) Search Engine Optimization (SEO)

SEO refers to all measures taken to achieve better placement in organic search results.

Goals:

  • More organic traffic

  • Higher visibility

  • Long-term reach

Measures:

  • Keyword optimization

  • Content marketing

  • Technical SEO (pagespeed, crawling, structure)

b) Social Media Sharing & Mentions

When users voluntarily share content or talk about a brand, organic reach is created.

Examples:

  • Shares, comments, UGC (User-Generated Content)

  • Influencer recommendations (without payment)

  • Reviews and testimonials

Strategy:

  • Create valuable content

  • Activate the community

  • Responsive community management

3. Paid Channels

a) Search Engine Advertising (SEA)

With Google Ads or Bing Ads, advertisements can be targeted at specific search terms.

Advantages:

  • High purchase intent of the target audience

  • Fast visibility

  • Real-time budget control

Typical formats:

  • Text ads

  • Shopping ads

  • Local campaigns

b) Social Media Advertising

Platforms like Facebook, Instagram, LinkedIn, or TikTok offer sophisticated targeting options.

Formats:

  • Image and video ads

  • Stories & Reels

  • Carousels, Collection Ads

Success criteria:

  • Relevant creative content

  • A/B testing

  • Clear call-to-actions (CTAs)

c) Display & Programmatic Advertising

Display ads are graphical advertising banners on websites, often booked automatically through programmatic advertising.

Opportunities:


  • Large reach

  • Retargeting options

  • Branding & performance

Challenges:

  • Banner blindness

  • Ad blockers

  • Spread losses

4. Social Networks

a) Facebook / Instagram

Classic platforms with huge reach and diverse advertising options.

Target audiences:

  • Facebook: 25–55 years

  • Instagram: 18–35 years

Content types:

  • Stories, Reels, Live videos

  • Product ads

  • Community posts


b) LinkedIn

The most important network in B2B marketing.

Strengths:

  • Expert positioning

  • Employees as brand ambassadors

  • Expert articles, infographics, studies


c) TikTok

A platform for creative, entertaining content with extremely high engagement.

Ideal for:

  • Trend-based marketing

  • Challenges & storytelling

  • Young target audiences (Gen Z, Gen Alpha)

d) YouTube

The second-largest search engine in the world – ideal for video and educational content.

Examples:

  • How-to videos

  • Product presentations

  • Testimonials & reviews

5. Affiliate & Influencer Marketing

a) Affiliate Channels

Partners promote products on a commission basis through their own channels.

Typical partners:

  • Blogs, comparison portals, coupon sites

Advantages:

  • Performance-based

  • Measurable

  • Scalable

b) Influencer Marketing

Influencers bring reach, trust, and authenticity.

Channel-dependent:

  • Instagram for lifestyle & fashion

  • YouTube for tutorials & reviews

  • TikTok for entertainment & virality

Important:

  • Selection of suitable influencers

  • Transparency and labeling

  • Long-term partnerships

6. Messenger & Conversational Marketing

a) WhatsApp Business / Messenger Bots

Customer communication via messenger is becoming increasingly important.

Applications:

  • Customer service

  • Shipping information

  • Personal consultation

Goal: Direct communication and quick response to user needs.

7. Apps and Push Notifications

Own apps provide intense customer loyalty – complemented by push notifications that regularly activate users.

Advantages:

  • Mobile presence

  • Personalized interactions

  • Recurring use

Selecting a Strategy: Which Channel is Right?

The choice of suitable channels depends on several factors:

Criterion

Questions for Evaluation

Target Audience

Where are they active? How do they consume content?

Objective

Branding, leads, sales, or service?

Resources

Budget, team, tools?

Content Type

Text, video, audio, interactive?

Measurability

Can KPIs be captured and optimized?

A balanced marketing mix combines push (e.g., ads) and pull channels (e.g., SEO), owned and paid media – and aligns them with each other.

Conclusion: The Right Channel Mix Matters

In digital marketing, there is no one-size-fits-all solution – each brand must find its individual channel mix and continuously adjust it. The following applies:

  • Do not be present everywhere at the same time, but where it makes sense.

  • Each channel needs its own content, tone, and objectives.

  • Cross-media linking increases reach and effectiveness.

  • Data-driven management helps prioritize channels and use budgets efficiently.

Those who know their channels, choose them wisely, and engage intelligently lay the foundation for sustainable digital marketing success.

Keywords

In digital marketing, the term "keyword" is ubiquitous – and for good reason. Keywords are the foundation of many online marketing disciplines, especially search engine optimization (SEO) and search engine advertising (SEA). They connect the language of users with the language of search engines and help companies become visible exactly when potential customers are actively searching for products, services, or information.

In this article, we will illuminate the central role of keywords in digital marketing, explain how they work, and show how companies can strategically use them to increase reach, traffic, and conversion rates.

What are Keywords?

A keyword is a term or phrase that users input into a search engine to find specific information. Keywords can be short (Short Tail) or long (Long Tail):

  • Short-Tail Keyword: e.g. "shoes" – very general, high search volume, much competition.

  • Long-Tail Keyword: e.g. "buy red running shoes for women" – more specific, lower search volume, but often a higher likelihood of conversion.

Keywords serve as a guide in digital marketing: they help align content with the needs of the target audience and deliver ads accurately.

Why are Keywords Important in Digital Marketing?

  1. Increase Visibility: Keywords help to be found in the organic search results.

  2. Targeted Advertising: In search engine advertising, ads are targeted to specific keywords.

  3. Relevant Content: They form the basis for content that meets the needs of users.

  4. Better Understanding of the Target Audience: The analysis of keywords provides insights into the language, questions, and interests of potential customers.

  5. Achieve Competitive Advantages: Those who strategically use the right keywords can stand out against the competition.

Types of Keywords at a Glance

1. Navigational Keywords

These are used to find a specific website or brand (e.g. "Zalando shoes").

2. Informational Keywords

This involves searching for information (e.g. "how to tie a tie"). Ideal for blogs, tutorials, and FAQ pages.

3. Transactional Keywords

These imply a intent to purchase (e.g. "buy sneakers online"). They are particularly valuable for e-commerce.

4. Commercial Investigation

Users compare products or providers (e.g. "best DSL providers 2025"). These keywords show a high purchase intent but are not entirely transactional yet.

5. Local Keywords

Relate to geographical locations (e.g. "hairdresser Berlin Mitte") – important for local SEO.

Keyword Research: The First Step Towards Strategy

Before keywords can be effectively used, thorough research is required. The goal is to identify the terms actually used by the target audience – while also providing a good ratio of search volume to competition.

Tools for Keyword Research

  • Google Keyword Planner: Especially suitable for SEA, but also provides general keyword data.

  • Ubersuggest: Simple, free research with helpful metrics.

  • SEMrush / Ahrefs / Sistrix: Professional tools with deep insights into competitive keywords, search volume, and SERP analyses.

  • AnswerThePublic: Ideal for finding questions and semantically related terms.

  • Google Search Console: Shows which search terms are already generating impressions for the site.

Important Metrics

  • Search Volume: How often is a term searched per month?

  • Keyword Difficulty / Competition: How difficult is it to rank for this?

  • CPC (Cost-per-Click): Relevance for paid advertising.

  • Relevance: Does the keyword match the own service or content goal?

Keyword Strategies in Digital Marketing

1. SEO (Search Engine Optimization)

In SEO, keywords are used todesign content to be organically visible for search queries. It is important:

  • To strategically incorporate keywords into titles, meta descriptions, H1-H6 headings, URLs, and body text.

  • To use semantic variants and related terms.

  • To define a main keyword + complementary secondary keywords for each page.

  • To avoid keyword stuffing – Google prefers natural, user-friendly content.

2. SEA (Search Engine Advertising)

In SEA, such as with Google Ads, keywords are used to precisely deliver ads. Here, one distinguishes:

  • Broad Match: Ad appears for related terms.

  • Phrase Match: Ad appears when the phrase is included.

  • Exact Match: Ad appears only for that exact term.

  • Negative Keywords: Terms for which the ad should not appear.

The choice of keyword options significantly affects the reach and relevance of the ads.

3. Content Marketing

Keywords assist in the planning of blog articles, landing pages, or guides. Important in this regard:

  • To understand search intent.

  • To provide content with real added value.

  • To write content not just for search engines but also for people.

4. YouTube & Video SEO

Keywords also play a role on YouTube or in podcasts. They are used in titles, descriptions, tags, and transcripts to be found.

5. Social Media & Hashtag Strategy

Keywords are also reflected in hashtags and post descriptions – for instance, on LinkedIn, Instagram, or TikTok. There, they help make content discoverable and identify trends.

Keyword Mapping & Site Structure

In keyword mapping, each keyword (or keyword cluster) is assigned to a specific page. The goal is to create clarity and focus, avoid duplicate content, and strategically plan internal linking.

Example:

  • Homepage: "Buy Running Shoes"

  • Category Page: "Women's Running Shoes"

  • Blog Article: "The Best Running Shoes 2025"

Keyword Trends and Changes

Keywords are dynamic. New terms emerge, while old ones lose significance. Therefore, regular monitoring is advisable:

  • Voice Search: Search queries are becoming longer and more conversational ("What are good running shoes for beginners?").

  • Zero-Click Searches: More and more questions are being answered directly on the Google search results page – without clicks.

  • AI-Powered Search: New systems like Google SGE (Search Generative Experience) are changing how content is discovered.

  • Seasonal Fluctuations: Keywords like "Christmas gifts" or "tax return" are only relevant at certain times.

Common Mistakes in Dealing with Keywords

  • Focusing only on keywords with high volume, without relevance.

  • Ignoring long-tail keywords.

  • Creating multiple pages with the same keyword → keyword cannibalization.

  • Over-optimization (keyword stuffing).

  • No regular analysis and adjustment.

Conclusion

Keywords are much more than just search terms in digital marketing. They are a strategic tool that – when used correctly – helps reach users, structure content, and optimize advertising campaigns. The art lies not only in finding the "right" keywords but in purposefully, creatively, and continuously developing them.

An effective digital marketing concept does not use keywords in isolation but embedded in a comprehensive strategy – tailored to target audiences, channels, and objectives. Companies that approach their keyword strategy professionally secure long-term visibility, better rankings, and a stronger market position.

AI in creation

The digital marketing world is undergoing a profound transformation – and Artificial Intelligence (AI) is at the center of this transformation. While AI has already been used in performance marketing and data analysis for years, it is now increasingly entering the creative domain: text, image, video, audio – the entire content creation is being redefined by AI.

In this article, we take a comprehensive look at how AI is changing creative processes in digital marketing, the opportunities and challenges that arise from it, and how companies can meaningfully integrate AI into their workflows.

What does "creation" mean in digital marketing?

In marketing, "creation" refers to the development of creative content that evokes brand messages emotionally, tells stories, and activates users – in the form of:

  • Texts (slogans, blog posts, advertising texts)

  • Images (visuals, graphics, ads)

  • Videos (explanatory films, commercials, reels)

  • Audio (podcast intros, voice campaigns)

  • interactive formats (games, AR/VR elements)

Creation is the heart of every campaign – it significantly determines the attention, recognizability, and impact of a brand.

How AI is changing creation

1. AI as a co-creator for texts

Generative AI models like ChatGPT or Jasper are revolutionizing text creation:

  • Creation of blog posts, social media captions, product descriptions

  • Development of slogans, taglines, or newsletter texts

  • Adjustment of tonalities depending on target audience or platform

  • Translation and localization for international markets

These tools save time, offer creative impulses, and help fill editorial plans more efficiently. It is important to note: Humans curate, AI provides raw materials.

2. Image and graphic generation via prompt

Tools like Midjourney, DALL·E, or Adobe Firefly enable the creation of high-quality visuals from text descriptions within seconds. Examples:

  • Key visuals for campaigns

  • Mockups for presentations

  • Social media images

  • Product images in different scenarios

Here too: AI does not replace the designer but expands their possibilities.

3. Video creation with AI

With tools like Runway, Synthesia, or Pictory, videos can be generated automatically – from animated slideshows to realistically appearing avatars. Applications:

  • Product tutorials

  • Explanatory videos

  • Personalized video ads

  • Content for social media

Text-to-video functionality allows for faster and more scalable content production.

4. Audio and voice

AI-based tools like Descript or ElevenLabs enable:

  • Text-to-speech in natural voices

  • Voice cloning for consistent brand voices

  • Podcast editing via text editing

  • Music composition via AI for background tracks or jingles

This makes audio content more accessible and easier to produce – even for small brands.

Opportunities: What AI makes possible in creation

1. Speed & scalability

Where previously days or weeks were needed for production, today often a prompt suffices. This saves time and allows brands to respond more quickly to trends or conduct A/B tests with many variations.

2. Cost efficiency

Especially for smaller companies or start-ups, access to professionally appearing content through AI has become significantly cheaper – without having to sacrifice quality.

3. Personalization at a new level

AI can tailor content in real-time to users – personalized texts, images, or videos, adapted to behavior, location, or interests. This increases relevance and conversion.

4. Creative diversity

AI opens new perspectives, image styles, and narratives that lie outside classical creative routines. It inspires, breaks conventions, and fosters idea generation.

Limits and challenges

1. Originality & brand identity

AI-generated content often appears generic when uncritically adopted. The challenge lies in preserving one's brand voice and using AI as a tool – not as the sole source.

2. Legal uncertainties

Who is the author of an AI-generated image? Can one advertise with it? What data was used for training? Brands must closely monitor legal developments and ensure proper licensing.

3. Ethics & credibility

Deepfakes, fake voices, generic content – the misuse of AI can significantly harm brands. Transparency and responsible use are crucial.

4. Quality assurance

AI makes mistakes. Incorrect facts, inappropriate tonalities, or visual inconsistencies occur frequently. Therefore, human sensitivity and editorial control are necessary.

Best practices: How to succeed in creative AI deployment

1. Use AI as an idea supplier

Use AI for brainstorming, idea sketches, or alternative suggestions. This accelerates processes and brings fresh input – especially in the early concept phase.

2. Combine humans & machines

The best results arise from collaboration: AI generates rough drafts, humans refine, curate, and optimize. Call it "human-in-the-loop creation".

3. Train your own brand voice

More and more tools allow you to train your own "brand prompts" or "custom models" – with examples from your own content. This makes the output more aligned with the brand.

4. Automate workflows


Systematically use AI: for automatic creation of content variants (text & image), for headlines based on performance data, or for visual optimization of ads.

5. Content Testing + AI

In combination with A/B testing, AI can generate dozens of variants and evaluate them based on data – this helps determine which texts, images, or formats truly work.

Tools and platforms at a glance

Area

Tools

Text

ChatGPT, Jasper, Copy.ai

Image

Midjourney, DALL·E, Adobe Firefly

Video

Runway, Pictory, Synthesia

Audio/Voice

Descript, ElevenLabs, LALAL.AI

Social Content

Canva Magic Studio, Ocoya, Predis.ai

Automation

Zapier, Make.com, HubSpot Workflows

Example scenario: AI creation in a campaign

Case: A sustainable fashion brand launches a new product line.

  1. AI text generator creates slogans, ad copy, and newsletter texts.

  2. AI image generator visualizes clothing items in different environments and styles.

  3. Synthesia produces a welcome video with a brand avatar.

  4. Descript generates a podcast teaser with automated editing.

  5. A/B tests with different variants are evaluated based on AI.

The result: a complete campaign in a few days – with lower resource utilization, high consistency, and creative diversity.

Conclusion: AI as a creative game changer – but not as a replacement

The integration of Artificial Intelligence into the creative work of digital marketing is not a trend – it is a paradigm shift. AI is changing not only how content is created but also how we understand creativity.

However: The best creation arises from the interplay of technology and human intuition. AI can deliver ideas, accelerate processes, and enable diversity – but emotion, cultural sensitivity, timing, and brand sense remain human strengths.

Those who use AI wisely will be more creative, faster, and more effective – provided they use it for what it is: a powerful tool, not the creator itself.

Click-through rate

Click-Through Rate in Marketing – Metric for Attention and Interest

The Click-Through Rate (CTR) is a central metric in online marketing. It measures how often users click on a link, an ad, or a call-to-action (CTA) in relation to the number of impressions. The click-through rate provides insights into how well an advertisement or content resonates with the target audience.

The formula is:

Click-Through Rate (CTR) = (Number of Clicks ÷ Number of Impressions) × 100

Example: If an ad is displayed 10,000 times and clicked 150 times, the CTR is 1.5 %.

The click-through rate is an indicator of relevance and performance. A high CTR indicates that the message grabs attention, generates interest, and encourages interaction. Conversely, a low click-through rate may suggest unclear messaging, an inappropriate target audience, or a less attractive offer.

In various channels, the click-through rate plays an important role:

  • Email Marketing: How many recipients click on the link in a newsletter?

  • Search Engine Ads (SEA): How often do users click on a Google Ads ad?

  • Social Media Ads: How many users interact with a sponsored post?

  • Organic Search Results (SEO): How many users click on a search result?

To optimize the CTR, measures such as concise subject lines, compelling calls-to-action, relevant content, good design, and targeted targeting are employed. A/B testing also helps to determine which variant works better.

Conclusion: The click-through rate is an important measure of the effectiveness of digital marketing efforts. It shows whether a message is not only seen but also actively accepted – and is therefore a first step towards conversion.

KPI

KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.

L

Landing Page

A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.

Lead Management

Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.

Leads

In digital marketing, much revolves around reach, visibility, and interaction – but the real value often comes only when a potential customer shows concrete interest. This is where the term lead comes into play. Leads are the foundation for any conversion strategy and crucial for sustainable revenue growth. In this article, you will learn what a lead is, what types there are, how to acquire leads, evaluate them, and successfully convert them into customers.

1. What is a lead in digital marketing?

A lead is a contact that has shown interest in a product, service, or company and to whom something can potentially be sold. In digital marketing, this usually means: The person has voluntarily provided their data – for example, through:

  • filling out a contact form

  • signing up for a newsletter

  • downloading an e-book

  • participating in a webinar

  • requesting a quote

A lead is thus no longer an anonymous website visitor, but an identifiable interest who has actively interacted with the brand.

2. Why are leads so important?

Leads are the starting point for the sales process (sales funnel). Without leads, there are no new customers. Lead generation is therefore one of the key success factors in digital marketing, especially in the B2B sector and the high-priced B2C segment.

Advantages of good lead generation:

  • Building a customer base

  • Reducing dependencies (e.g., on platforms)

  • Direct communication opportunities (e.g., via email)

  • High return on investment (ROI) with well-qualified leads

3. Types of leads

Not every lead is the same. Depending on quality and willingness to buy, different types of leads are distinguished:

a) Cold leads

  • have shown interest but have no purchase intention yet

  • e.g., through e-book downloads or social media interaction

  • usually still need a lot of information and trust

b) Warm leads

  • show more concrete interest

  • e.g., by visiting a product page or requesting a demo

  • are more willing to enter into a dialogue

c) Hot leads

  • are close to making a purchase

  • e.g., after a consultation or quote

  • should be contacted and cared for quickly

Additionally, a distinction is often made between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs):

  • MQL: A lead generated through marketing efforts that may potentially become a customer

  • SQL: A lead that the sales team considers ready to buy

4. Strategies for lead generation

a) Content marketing

High-quality content attracts interested parties and convinces them to leave their data in exchange for knowledge or added value. Examples:

  • e-books

  • whitepapers

  • checklists

  • webinars

  • blog articles with lead magnets

b) Search engine marketing (SEO/SEA)

Through Google, users can specifically search for solutions. Those who are visible here – organically or through ads – generate qualified traffic, from which leads emerge.

c) Social media ads

Facebook, Instagram, LinkedIn & Co. provide powerful tools for targeted lead generation, e.g., through:

  • lead ads (form directly on the platform)

  • clicks on landing pages

  • messenger dialogues

d) Landing pages and forms

A well-designed landing page with a clear call-to-action (CTA) is essential. The easier the path to registration, the higher the conversion.

e) Newsletter sign-ups

The classic: Users voluntarily sign up for emails – e.g., for news, discounts, or exclusive content.

f) Lead magnets

A lead magnet is a free offer provided in exchange for contact data. Examples:

  • free template

  • discount code

  • mini course

  • industry study

5. Lead nurturing: From interest to customer

A lead alone does not generate revenue. The art lies in lead nurturing – systematically supplying interested parties with relevant information to build trust and guide them towards a purchase decision.

Typical measures:

  • automated email sequences (e.g., welcome series)

  • personalized content based on interests

  • retargeting via social media or Google Ads

  • qualified consultation (e.g., by sales team)

Goal: To address the lead at the right time with the right content – without being too pushy.

6. Lead scoring and qualification

Not every lead is equally valuable. To work efficiently, lead scoring helps: Leads are assigned point values based on their behavior, interest, and fit with the target group.

Example criteria:

  • Email opened: +5 points

  • Product page visited: +10 points

  • Demo requested: +20 points

  • wrong industry: -10 points

This way, marketing and sales can decide which leads should be contacted first – and which may need more time to mature.

7. Tools for lead generation and management

► Lead generation

  • HubSpot (forms, pop-ups, ads)

  • Mailchimp (landing pages, email capture)

  • Unbounce, Instapage (landing page builders)

  • Facebook Lead Ads

  • Google Ads (lead form extension)

► Lead management / CRM

These tools allow:

  • central data storage

  • automation of email workflows

  • integration into sales teams

  • tracking the customer journey

8. Data protection in lead generation

Particularly in Europe, it applies: Data protection is mandatory. The GDPR stipulates that personal data may only be processed with explicit consent.

Important aspects:

  • double opt-in for emails

  • clear information about data use

  • option to withdraw

  • privacy policy on the website

Tip: Transparency builds trust – and trust is a currency in lead marketing.

9. Typical mistakes in lead generation

  • Requesting too much information at once (forms with 10+ fields)

  • No concrete added value (lead magnet too weak)

  • Missing follow-up communication

  • Leads are not qualified

  • No alignment between marketing and sales

Effective lead marketing means: relevance, timing, personalization, and a clear process.

10. Conclusion: Leads as strategic capital

Leads are not just numbers in a CRM system in digital marketing – they are potential customer relationships that need to be nurtured and developed. Those who succeed in turning anonymous traffic into qualified leads and systematically caring for them will build long-term competitiveness.

Whether through content, ads, SEO, or social media: The path to successful lead acquisition begins with a deep understanding of the target audience and ends with an excellent customer experience.

Local SEO

Local SEO is a subfield of search engine optimization that focuses on improving a business's visibility in local search results. The goal is to reach potential customers in the immediate vicinity of a business or service provider online. Local SEO is crucial for small and medium-sized businesses with a physical location—such as restaurants, craft businesses, doctors, or hairdressers—to establish themselves in the digital competition.

A central element of local search engine optimization is the Google Business Profile (formerly known as “Google My Business”). Here, businesses can enter information such as address, opening hours, phone number, website, and photos. A fully and correctly filled-out profile improves the chances of being displayed in Google's so-called “Local Packs”—these are the map entries that appear at the top of local searches like “bakery nearby.”

Other important factors for Local SEO include local keywords, e.g., “dentist Munich,” as well as NAP consistency (Name, Address, Phone Number), which should be indicated the same way across all online directories. Reviews also play a central role: Many positive Google reviews not only increase user trust but also improve rankings in local search queries.

Moreover, local backlinks, or links from regional websites or media, help to increase Google's trust. Technically speaking, the business website should also be mobile-friendly and load quickly, as many local search queries take place via smartphones.

Overall, Local SEO enables businesses to specifically target customers on-site, strengthen their online presence, and differentiate themselves from competitors—especially in an increasingly digital world. Do you have a specific business or industry in mind?

M

Marketing Automation

Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.

Mentions

In the age of digital communication, "mentions" have become a central element of successful marketing strategies. They provide brands with a means to monitor, analyze, and actively shape their visibility, reach, and reputation. In this text, we take a comprehensive look at the role of mentions in digital marketing, their various types, analytical methods, and practical strategies for their use.

What are Mentions?

Mentions are named references to a brand, product, company, or person on the internet. These can appear in various contexts – in social media, blogs, forums, reviews, or news articles. They serve as digital traces that show how often and in what context a company or term is mentioned.

Types of Mentions

  1. Direct Mentions (Tagged Mentions)

    A direct mention occurs when a user explicitly tags a brand with a "@", e.g., @Nike in a tweet. This type of mention is easy to identify and is displayed as a notification by most social networks.

  2. Indirect Mentions (Untagged Mentions)

    Here, the brand is mentioned but not tagged. For example: "I love my new Nike shoes." These mentions are harder to track but often require more attention as they are authentic and not intended for direct dialogue.

  3. Positive, Neutral, and Negative Mentions

    The tone of a mention plays a significant role. Sentiment analysis helps understand whether a brand is mentioned in a positive or negative context.


Why are Mentions Important?

1. Monitoring Brand Reputation

Mentions help companies recognize how they are perceived. Negative comments can be detected early and defused through crisis communication.

2. Promoting Customer Dialogue

Social listening allows brands to respond to customer feedback in real-time – whether it’s praise, criticism, or questions. This actively promotes customer loyalty.

3. Influencer Identification

By analyzing mentions, it can be determined who frequently and influentially speaks about a brand – a valuable source for influencer marketing.

4. Competitive Analysis

Not only are the company's own mentions interesting – how often and in what tone competitors are mentioned also provides insights into market positions and trends.

5. Measuring Campaign Success

Mentions before, during, and after a campaign can provide insights into reach and resonance. Peaks in mentions may indicate successful content or controversial topics.

Tools for Analyzing Mentions

Manually monitoring the entire internet is unrealistic. Therefore, there are specialized tools that capture, analyze, and visually represent mentions:

  • Brandwatch

  • Hootsuite

  • Mention

  • Talkwalker

  • Google Alerts (Basic version)

  • BuzzSumo

These tools provide functions such as sentiment analysis, real-time notifications, historical data, geographical filters, and cross-platform monitoring.

Strategic Use of Mentions in Digital Marketing

1. Proactive Social Listening

Social listening is more than just monitoring. It means listening, interpreting, and acting strategically. For example, an increase in positive mentions about a new product line may indicate a market gap – or negative feedback about a feature may signal optimization potential.

2. Community Engagement

Responding to mentions boosts customer loyalty. Especially in social media, users expect a quick and authentic response. Even replying to neutral or slightly critical comments shows presence and builds trust.

3. Crisis Prevention and Management

Early detection of negative trends can be crucial. A crisis often begins with a few critical mentions that then go viral. Companies that act early can mitigate damage.

4. Deriving Content Strategy

Mentions show which topics, terms, or products are currently resonating well with the target audience. This data can be used for content planning: e.g., blog posts, FAQ content, videos, or social media campaigns.

5. Evaluating Campaign Hashtags

Mentions surrounding specific hashtags provide insights into how well a campaign is performing. The number of mentions and their reach are important KPIs.

Mentions in the Context of SEO and PR

Mentions are also relevant for search engine optimization (SEO), particularly unlinked brand mentions. According to its statements, Google increasingly considers these as "implicit links" that can contribute to brand authority. The more often a brand is mentioned positively, the better it can affect rankings and visibility.

In PR, mentions are essential for evaluating the impact of press releases, guest contributions, or media collaborations. Tools like Meltwater or Cision allow for a connection between PR and digital marketing metrics through mentions.

Best Practices for Handling Mentions

  • Optimize Response Time: Users generally expect feedback within hours – especially regarding problems.

  • Avoid Standard Responses: Authenticity beats speed. Responses should be personal and context-specific.

  • Clarify Team Responsibilities: Who responds to mentions? Customer service, social media team, or PR department?

  • Consistent Tone: The brand tone should be uniform to avoid confusion.

  • Establish Monitoring Routines: Daily or weekly monitoring helps ensure nothing is overlooked and trends are identified early.

Case Studies for Effective Use of Mentions

1. Deutsche Bahn

The train service uses mentions for direct customer communication on Twitter. Many users comment in real-time about delays or problems – the train service responds quickly, politely, and solution-oriented.

2. Nike

Nike identifies trends in the sneaker sector through mentions and utilizes these insights for targeted product launches and influencer collaborations.

3. IKEA

When IKEA picked up a viral meme about self-assembly and integrated it into its communication, a positive PR effect was created – based on the observation and creative use of mentions.

Conclusion

Mentions are much more than just references in digital marketing – they are valuable indicators of brand sentiment, customer satisfaction, and market position. Analyzed and used correctly, they can not only minimize reputational risks but also uncover new opportunities. Companies that strategically utilize mentions gain a deep understanding of their target audience and sustainably strengthen their digital brand presence.

Meta Description

The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.

O

Off-Site SEO

Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.

On-Site-SEO

On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.

P

PDP

PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.

Performance Marketing

Performance Marketing is a form of digital marketing that focuses on concrete, measurable actions (commonly known as “performances”). Examples include:

  • Clicks on ads

  • Conversions (e.g., purchases, registrations, downloads)

  • Leads (e.g., filled-out forms)

  • Engagements (e.g., comments, likes, shares)

The special thing about Performance Marketing is the data-driven optimization: Every step of the customer journey is tracked, evaluated, and subsequently improved. The goal is to achieve maximum efficiency from the marketing budget invested.

We do this every day and provide our clients with comprehensive support in the area of Performance Marketing. Feel free to reach out to us if you want to know more. Here’s a first glimpse into all the tools of Performance Marketing.

Features of Performance Marketing

1. Search Engine Marketing (SEA & SEO)

  1. Measurability: All measures can be precisely tracked based on KPIs (Key Performance Indicators).

  2. Transparency: Companies know where their customers come from, which channels perform well, and where there is a need for optimization.

  3. Targeted: Campaigns are aimed at clearly defined goals – such as increasing sales, generating leads, or app installations.

  4. Result-oriented: Payment is often made only upon success (e.g., clicks or conversions), which reduces risk.

Important Channels in Performance Marketing

  • SEA (Search Engine Advertising):

    Paid ads on search engines (e.g., Google Ads). Users are directly addressed when they search for relevant terms.

  • SEO (Search Engine Optimization):

    Organic measures to be better found in unpaid search results. Not a classic performance channel in the narrower sense, but important for long-term results.

2. Social Media Advertising

Platforms like Facebook, Instagram, LinkedIn, TikTok, or X (Twitter) offer powerful targeting options. Companies can run campaigns aimed at reach, interaction, or conversion.

3. Display Advertising

Ad banners on websites or in apps. Display ads are well suited for retargeting and brand awareness, but can also be optimized for conversions.

4. Affiliate Marketing

In this model, companies partner with affiliates (publishers) who promote their products or services. Payment is usually performance-based – e.g., per sale or lead.

5. Email Marketing

Emails also count towards Performance Marketing when used purposefully and when results (e.g., open rates, clicks, conversion rates) are measured and optimized.

6. Influencer Marketing (performance-oriented)

Cooperations with influencers can also be performance-based, e.g., via tracking links, discount codes, or pay-per-sale agreements.

Key Performance Indicators (KPIs)

Success in Performance Marketing is made measurable through clear KPIs:

  • CTR (Click-Through Rate): Ratio of clicks to impressions

  • CPC (Cost-per-Click): Cost per click on an ad

  • CPA (Cost-per-Acquisition): Cost per conversion

  • Conversion Rate: Proportion of users who perform a desired action

  • ROAS (Return on Ad Spend): Ratio of revenue to advertising costs

  • CLV (Customer Lifetime Value): Value of a customer over the entire customer relationship

These metrics help optimize campaigns purposefully and use budgets effectively.

Advantages of Performance Marketing

1. Cost Efficiency

Those who only pay when an action occurs (e.g., click or purchase) take on a manageable risk. Particularly attractive for SMEs.

2. Measurability & Transparency

All activities are measurable in real-time. You know exactly which ad on which channel generates what return.

3. Targeted Deployment

Targeting options allow for addressing precisely defined target groups based on interests, age, location, behavior, etc.

4. Flexibility and Scalability

Campaigns can be paused, adjusted, or expanded at any time. Advertising budgets can be dynamically allocated to the best channels.

5. Quick Results

Performance marketing measures usually deliver first results within a very short time – ideal for short-term sales actions or product launches.

Challenges in Performance Marketing

1. High Competitive Pressure

Depending on the industry, click prices (e.g., on Google Ads) can quickly become expensive. If not optimized correctly, you burn your budget.

2. Complexity

Successful Performance Marketing requires know-how in many areas: analysis, tracking, ad copy, design, targeting, A/B testing, etc.

3. Dependence on Platforms

Many measures run through third-party providers like Google or Meta - changes in algorithms or ad policies can significantly impact performance.

4. Data Protection & Tracking Restrictions

Due to data protection regulations (GDPR, ePrivacy, iOS tracking restrictions), gathering user data is becoming increasingly difficult.

Performance Marketing Strategy: Here’s How

1. Goal Definition

What do you want to achieve? (e.g., 1,000 newsletter sign-ups, 500 sales, 20% more app installs)

2. Target Audience Analysis

Who is the target audience? What needs, channels, and digital touchpoints are there?

3. Channel Selection

Which channels are best suited to reach the target audience?

4. Ad Design

Ads must stand out, communicate a clear benefit, and urge action (call to action).

5. Tracking & Setup

Google Analytics, Meta Pixel, conversion tracking: without technical setup, optimization and success measurement are hardly possible.

6. Testing & Optimizing

A/B tests, segment analyses, and continuous budget reallocations are crucial for long-term success.

Performance Marketing vs. Branding


Criterion

Performance Marketing

Branding

Goal

Measurable actions (click, purchase, lead)

Brand awareness, trust

Time Horizon

Short to medium-term

Long-term

Budget Focus

Direct performance

Long-term brand building

Measurability

High

Low (often indirect)

Channels

Search engines, social ads, affiliate, etc.

TV, print, PR, YouTube, branding campaigns

Ideally, both complement each other: Branding strengthens trust, while Performance ensures measurable results.

Conclusion

Performance Marketing is today a central component of modern marketing strategies. It allows companies of all sizes to deploy their budgets purposefully where they demonstrably have an impact. The data-driven approach, combined with flexible campaign management, ensures that resources are used efficiently – and that payment is only made for real results.

Those who want to succeed in Performance Marketing need a good understanding of target audiences, channels, data analysis, and creativity. The great strength lies in measurability and optimizability – but that also requires continuous attention, know-how, and technical setup.

Whether for lead generation, sales increase, or customer retention – Performance Marketing provides the right tools for concrete successes in the digital world.

Persona

Personas in Marketing – Making Target Groups Tangible

A persona is a fictional but realistic profile that describes a typical representative of a target group. In marketing, sales, and product development, it serves to better understand customer groups, anticipate their needs, and more effectively tailor communication and offerings. Personas are a central element of user-centered strategies – particularly in content marketing, UX design, and inbound marketing.

A well-developed persona includes far more than just demographic data. It encompasses among other things:

  • Name, Age, Profession, Education

  • Goals, Challenges, Wishes

  • Buying Behavior, Decision Processes

  • Media Usage and Information Sources

  • Typical Quotes or Statements

  • Values and Attitudes

Example: “Lisa, 35, Marketing Manager in a medium-sized company, uses LinkedIn for professional development, values efficiency, prefers digital solutions, and gathers information about purchasing decisions from industry blogs and recommendations.”

Through personalization, an emotionally tangible image of the target group emerges. Teams can better empathize with their customers, create more targeted content, and develop products and services precisely. Moreover, personas facilitate cross-departmental coordination – marketing, sales, and product management talk about the same “customer.”

Personas are ideally based on real data: customer interviews, surveys, web analyses, or CRM data. They should be regularly updated and adapted to market changes.

It is important to note: personas are not stereotypes. They should be representative and realistic – not idealized. Often, several personas are developed for different segments, e.g., decision-makers, users, or influencers in a B2B context.

In conclusion: personas make target groups tangible, foster empathy within the team, and enable more precise marketing measures – an indispensable tool in customer-oriented communication.

Personalization

Personalization in Marketing – Relevance Creates Impact

Personalization in marketing means tailoring content, offers, and communication specifically to individual people or specific target groups. The goal is to provide the customer with exactly what interests them in their current situation or what fits their behavior – thereby increasing relevance, engagement, and conversion.

In the digital world, customers are increasingly expecting tailored experiences. A personal address in the newsletter, product recommendations based on previous purchases, or dynamically adjusted website content are just a few examples of personalized marketing. Studies show: Personalized campaigns achieve higher open, click, and conversion rates than generic measures.

The foundation of personalization is data. Through CRM systems, web tracking, social media interactions, and purchase histories, companies gather valuable information about their customers. This data is used to form segments, plan individual customer journeys, or control automated marketing processes – e.g., through marketing automation tools like HubSpot, Mailchimp, or Salesforce Marketing Cloud.

A simple example: An online store sends a customer who recently bought running shoes targeted tips for care, suitable socks, or offers for running apparel. Another customer who abandoned their purchase receives a reminder or a voucher for reactivation.

It is important to handle data responsibly in accordance with the GDPR. Transparency, consent, and data protection must always be ensured.

Conclusion: Personalization is not a nice extra but a crucial success factor in modern marketing. It leads to better customer experiences, stronger brand loyalty, and more effective campaigns. Those who understand their customers and address them individually clearly stand out in the competitive landscape.

Pillar Page

Pillar Page – The Heart of an Effective Content Strategy

A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.

The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".

This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.

A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.

Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.

Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.

PIM system

PIM System - Central Management of Product Information

A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.

The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.

Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.

A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.

Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.

In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.

Post-Production

Post-Production – The Creative Finishing Touch After Filming

The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.

Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:

  1. Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.

  2. Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.

  3. Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.

  4. Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.

  5. Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.

  6. Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.

  7. Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.

Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.

In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.

Product Title

Product Title in Marketing – The First Impression Counts

Product titles are much more than mere labels in marketing – they are the first touchpoint between the product and potential customers. A good product title can capture attention, foster interest, and trigger the purchase impulse. Especially in e-commerce and on marketplaces like Amazon, eBay, or Etsy, product titles play a crucial role in visibility, click-through rate, and conversion.

An effective product title serves multiple functions:

  • Clarity: The title should clearly describe the product. Customers must immediately recognize what it is about.

  • Relevance: Important keywords – that is, terms customers are searching for – should be integrated to be better found in search engines and shop search functions.

  • Attractiveness: An appealing title emotionally engages the target audience and highlights the benefits.

  • Structure: Especially with extensive assortments, structured titles with defined components (e.g., brand, product type, main feature, size/color) are helpful.

Example: “Nike Air Max 270 Men's Sneakers – breathable, black, size 44”

This title contains the brand, model, target group, a benefit promise (breathable), the color, and the size – ideal for both humans and machines.

Errors to avoid: overly general terms, keyword stuffing, unnecessary special characters, or irrelevant information. Also, overly long titles can appear cluttered or be cut off in mobile views.

Product titles should be regularly reviewed and tested – for example, through A/B testing or performance analyses. Because small optimizations can have a big impact on click rates and sales.

Conclusion: The product title is a central element in the digital sales process. Those who formulate it precisely, search-engine-friendly, and target group-oriented secure decisive advantages in the competitive environment.

Website Programming

In digital marketing, the website is the central point of contact for customers, prospects, partners, and the public. It serves as a digital business card, sales platform, information source, and communication interface. To effectively fulfill these roles, it must not only be visually appealing but also function technically without issues. The website programming provides the foundation for this. This article will illuminate the role that programming plays in digital marketing, the requirements it must meet, and the technologies, methods, and trends involved.

1. The Role of the Website in Digital Marketing

The website is often the first point of contact between companies and their target audience. Almost every action in digital marketing—whether search engine advertising, social media campaigns, or email marketing—ultimately aims to drive visitors to the company's website.

A professional web presence can:

  • Build trust and increase credibility

  • Present products and services attractively

  • Generate conversions (e.g., purchases, contact inquiries, newsletter subscriptions)

  • Collect data for analysis and optimization (tracking, A/B testing)

  • Communicate brand identity

For all this to succeed, the website must be technically well-developed and strategically thought out.

2. What Does Website Programming Mean?

Website programming refers to the technical implementation of web designs and functions using programming languages and frameworks. It encompasses both the frontend (everything users see and interact with) and the backend (data processing, server logic, interfaces).

Frontend Programming

The frontend is responsible for presentation and interaction. Typical technologies:

  • HTML: Structuring of content

  • CSS: Design and layout

  • JavaScript: Interactive elements (e.g., sliders, pop-ups, animations)

  • Frameworks & Libraries: React, Vue.js, Angular, Bootstrap


Backend Programming

The backend processes forms, manages databases, and delivers content. Important technologies:

  • Programming languages: PHP, Python, Java, Ruby, Node.js

  • Databases: MySQL, PostgreSQL, MongoDB

  • Frameworks: Laravel (PHP), Django (Python), Express (Node.js)

  • APIs: Connecting external services (payment providers, CRM systems)

3. Requirements for a Marketing-Oriented Website

For a website to achieve its marketing goals, it must meet certain criteria. Mere functionality is not enough—performance, usability, and conversion optimization are crucial.

a) Search Engine Friendliness (SEO)

Already during programming, SEO-relevant aspects must be considered:

  • Clean, semantic HTML code

  • Fast loading times (page speed)

  • Responsive design (mobile optimization)

  • Structured data (Schema.org)

  • Meta tags, H1-H6 structure, alt texts

b) Conversion Optimization (CRO)

Technical measures to increase conversion rates:


  • Clearly visible call-to-actions (CTAs)

  • Easy-to-use forms

  • Logical user guidance (UX)

  • A/B testing possibilities

  • Tracking integration (Google Analytics, Tag Manager)

c) Security

Secure websites build trust and protect sensitive user data:

  • HTTPS encryption

  • Protection against SQL injection, XSS, CSRF

  • Secure forms and authentications

  • GDPR-compliant storage and processing of user data

d) Performance

Especially in the mobile arena, speed is crucial:

  • Compressed images and resources

  • Lazy loading

  • Caching mechanisms

  • Minimized code

4. CMS or Custom Programming?

An important decision in website development is the choice between a Content Management System (CMS) like WordPress or a custom development.

Advantages of CMS Systems (e.g., WordPress, Typo3, Joomla):

  • Faster development

  • Lower costs

  • Easy content editing by non-tech users

  • Large community, many plugins

Advantages of custom programming:

  • Maximum flexibility

  • Higher performance and security

  • Custom functions

  • Better scalability

The choice heavily depends on the project scope, budget, and long-term goals.

5. Responsive Design and Mobile First

Mobile usage dominates: over 60% of website traffic now occurs via smartphones and tablets. Therefore, website programming must follow the principle of “Mobile First”—which means:

  • Optimization for small displays and touch interaction

  • Mobile navigation (e.g., burger menu)

  • Adjusted loading times for mobile networks

  • Avoidance of non-mobile-compatible technologies (e.g., Flash)

Responsive design is implemented in HTML/CSS through media queries and is now standard.

6. Technical Tools for Marketing Integration

A modern website must not only look good but also integrate marketing tools:

  • Tracking & analysis: Google Analytics, Matomo, Hotjar

  • Tag management: Google Tag Manager for flexible integration of marketing scripts

  • CRM integration: Automatic data import into systems like HubSpot, Salesforce

  • Newsletter tools: Interfaces for Mailchimp, Brevo, CleverReach

  • Retargeting: Pixels from Facebook, Google Ads, etc.

The clean integration of these tools is part of the programming and a prerequisite for data-driven marketing.

7. Trends in Web Development for Marketing

The digital world is constantly changing. Here are some trends that significantly influence marketing:

a) Headless CMS

Separation of backend and frontend—content is provided via APIs, and the frontend is freely customizable. Advantage: more flexibility, performance, and cross-channel use.

b) Progressive Web Apps (PWA)

Websites with app features like offline use, push notifications, and fast loading times—perfect for mobile marketing strategies.

c) Serverless & JAMstack

Modern architecture with static pages, dynamic logic via APIs—fast, secure, and scalable.

d) Accessibility

Inclusive web design is becoming increasingly important—for both ethical considerations and legal compliance.

8. Conclusion

Website programming is a central component of digital marketing. It determines visibility, user-friendliness, conversion success, and scalability of marketing measures. Those who prioritize quality, performance, and strategy from the outset create a sustainable competitive advantage.

A modern website is not a static construct but a dynamic marketing tool that must be continuously analyzed, optimized, and developed—at the core of which lies thoughtful programming.

R

Rebranding

Rebranding refers to the strategic process by which a company, product, or brand receives a new appearance. This may involve the logo, name, colors, design, but also the positioning or brand message. The goal is to change the perception by customers, partners, or investors and make the brand more relevant, modern, or credible.

There are many reasons for a rebranding. It often occurs after mergers to unify several brands under a consistent appearance. Image problems, changing target groups, or new strategic directions can also be triggers. Technological changes, international expansion, or simply outdated designs are other typical reasons.

However, a rebranding is not a cosmetic intervention, but a complex process. It starts with a thorough analysis of the existing brand identity, target groups, and market environment. This is followed by the conception of a new brand strategy and creative implementation, for example, in the form of a new logo or slogan. Equally important is internal communication: employees must understand and embody the new brand to authentically represent it outwardly.

A successful rebranding combines continuity with innovation. It preserves the values and strengths of the old brand while not closing itself off from change. At the same time, it carries risks—especially when the change is not communicated understandably or is not accepted by customers.

Therefore, transparency is crucial: those who explain why something is changing and what benefits the change brings gain trust. Good rebranding strengthens the brand in the long term—both visually and emotionally.

dietz.digital has also just implemented a rebranding.

Editorial plan

In the fast-paced world of social media, thoughtful planning is the be-all and end-all of sustainable success. Companies, organizations, and even individuals who want to use social media strategically cannot do without a editorial plan. An editorial plan in social media is more than just a schedule – it is a tool for structuring content, organizing resources, and targeted communication with the target audience. This article explains what a social media editorial plan is, why it is important, how to create it, and what tools and best practices are available.

1. What is a social media editorial plan?

A social media editorial plan is a strategic planning tool that defines which content, when, on which channels, and with what goal will be published. It includes the planning of postings, stories, reels, videos, livestreams, and other formats over a defined period – usually weekly or monthly.

In addition to the content, details such as the following are often documented:

  • media used (e.g., image, video, link),

  • responsibilities within the team,

  • target audience,

  • call-to-action (CTA),

  • hashtags, and

  • publication time

are recorded.

2. Why is an editorial plan so important?

a) Consistency

Regular, planned content ensures recognizability, strengthens the brand, and keeps the community active.

b) Efficiency

Instead of daily ad-hoc posting, planning and preparation are bundled – saving time and resources.

c) Overview

A plan shows at a glance what happens when – ideal for coordination within the team or with clients.

d) Quality assurance

Through pre-planning, content can be checked, coordinated, and optimized before going live.

e) Goal orientation

A plan helps to keep communication goals in mind – whether it’s reach, interaction, or sales.

3. The fundamentals of an editorial plan

Before filling the calendar, a strategic foundation is needed. This should include the following points:

a) Target audience analysis

Who do I want to reach? What platforms does my target audience use? What content works?

b) Platform strategy

Different platforms require different approaches:

Instagram = visual, TikTok = short and entertaining, LinkedIn = professional, Facebook = community-oriented, etc.

c) Content pillars

Categories of content that occur regularly – e.g.:

  • Inform (industry news, tips)

  • Entertain (memes, quotes, storytelling)

  • Sell (product introductions, promotions)

  • Inspire (success stories, customer opinions)

  • Interact (polls, quizzes, comments)


4. How to create an editorial plan – step by step

1. Define the time period

Plan at least four weeks in advance; ideally, three months for a rough overview and one month worked out in detail.

2. Define goals

What should be achieved?

  • Increase reach

  • Increase follower count

  • Generate leads

  • Build image

  • Activate community

3. Determine channels

Examples:

  • Instagram

  • Facebook

  • LinkedIn

  • TikTok

  • Pinterest

  • YouTube

  • X (formerly Twitter)

4. Establish posting frequency

How often will posts be made on which channel? Example:

  • Instagram: 4 posts + 3 stories per week

  • LinkedIn: 2 posts per week

  • TikTok: 2 videos per week

5. Collect content ideas

Use brainstorming, keyword research, customer feedback, or content gap analyses.

6. Prepare content

  • Write texts

  • Create or choose images

  • Edit videos

  • Define hashtags and emojis

  • Provide links

7. Schedule posts

Enter all content into the editorial plan – including date, time, format, channel, responsibility, and status (planned / created / published).

5. Example of a social media editorial plan (excerpt)


Date

Channel

Format

Topic

Goal

Responsible

Status

01.06.25

Instagram

Image post

"Behind the Scenes"

Trust

Anna

planned

03.06.25

LinkedIn

Text/Link

Expert article on the industry

Expert status

Tom

in progress

05.06.25

TikTok

Video

Trend with product

Attention

Julia

published

07.06.25

Facebook

Poll

"What is your favorite?"

Engagement

Max

planned

6. Useful tools for planning and implementation

Planning tools

  • Trello or Asana – task planning in the team

  • Excel or Google Sheets – simple, flexible spreadsheet solution

  • Notion – versatile and individually customizable

Automation and Publishing

  • Meta Business Suite (Facebook, Instagram)

  • Later – visual planning and scheduling

  • Hootsuite – multichannel tool

  • Buffer – simple management of multiple accounts

  • Canva Pro – combined planning & design

  • HubSpot – CRM integration

7. Best practices for the editorial plan

a) Maintain flexibility

A plan is not a rigid construct. Current events or trends may require spontaneous changes.

b) Recycle content

A blog post can be used as an info post, story, quote graphic, or video on various channels.

c) Integrate analysis

Regularly incorporate performance data:

  • Which content performed well?

  • What received many comments?

  • When was the best posting time?

This allows the plan to be continuously optimized.

d) Establish editorial rounds

Regular meetings within the team provide fresh ideas, quality assurance, and clarity of responsibility.

8. Common mistakes and how to avoid them

❌ Posting too much at once

Instead of quantity, relevance counts. Better to post less but targeted and high-quality content.

❌ Missing target audience engagement

If content is not adjusted to the needs of the target audience, it loses its effectiveness.

❌ No call-to-action

"What should the user do?" – Always set a clear call to action!

❌ Only promotional instead of value-oriented

80% content with value, 20% advertisement – this rule of thumb pays off in the long term.

9. Conclusion

A social media editorial plan is the backbone of successful digital communication. It creates structure, saves time, and increases the quality of content. Whether small business, corporation, or individual – anyone looking to build their social media activities sustainably and purposefully should not operate without a plan.

A good editorial plan is strategic, realistic, target audience-oriented, and dynamically. It grows with the brand, the team, and experiences. It is not an end in itself, but a central tool on the path to more visibility, interaction, and success on social media.

Reels

In the world of digital marketing, video formats are becoming increasingly important. In particular, Reels, the short video format from Instagram (now also available on Facebook), have become a powerful tool for brands, companies, and content creators. Originally introduced as a response to TikTok, Reels are now a central component of many social media strategies. This article highlights why Reels are so effective in digital marketing, how to use them strategically, and what best practices to consider.

1. What are Reels?

Instagram Reels are vertical short videos with a length of up to 90 seconds (formerly 15 to 60 seconds), which can be created and edited directly within the Instagram app. They offer a variety of creative options through:

  • Music and sound effects

  • Filters and augmented reality elements

  • Text overlays

  • Slow motion and cuts

  • Transitions and stickers

Reels appear in one's own feed, on the Reels discovery page, and in the Explore section, which can give them a high organic reach.

2. Why are Reels so important in Digital Marketing?

a) High Reach

Instagram actively promotes Reels within its algorithm. Users who regularly post Reels can significantly increase their organic visibility – even without paid advertising.

b) Strong User Engagement

Short, entertaining videos particularly attract younger target groups. They offer high interaction rates (likes, comments, shares, saves).

c) Storytelling Potential

Reels allow brand messages to be told in a creative and emotional way – ideal for Brand Building.

d) Competitiveness

Reels are now part of a modern content strategy. Those who do not use them lose presence against competitors.

3. Reels vs. Other Formats


Format

Duration

Purpose

Platform Distribution

Reels

15–90 seconds

Reach, storytelling

Instagram, Facebook

TikTok Videos

up to 10 minutes

Entertainment, virality

TikTok

YouTube Shorts

up to 60 seconds

Visibility, branding

YouTube

Story

15 seconds (single clip)

Everyday, intimacy, timeliness

Instagram, Facebook, Snapchat

Feed Post

unlimited

Information, evergreen

Instagram, Facebook

Conclusion: Reels combine the advantages of TikTok videos (speed, entertainment) with the brand advantage of Instagram (existing community, integration into one's profile).

4. Use Cases for Reels in Digital Marketing

a) Product Presentations

Reels can stage new products emotionally – e.g., in 15 seconds with music, cuts, and a wow effect.

b) Behind-the-Scenes

Transparency builds trust. Show your team, processes, or everyday work life.

c) Tutorials & How-tos

Simple instructions, tricks, or tips in a compact form enhance value and promote engagement.

d) Customer Opinions & Testimonials

Show real users sharing their experiences – authentic and credible.

e) Entertainment & Trends

Use viral sounds, memes, or challenges to build reach in an entertaining way.

f) Events & Promotions

Reels are perfect for highlighting upcoming events, discounts, or campaigns.

5. Best Practices for Successful Reels

1. Capture Attention in the First 3 Seconds

Use a strong opening: question, hook, surprise – otherwise, users will swipe away.

2. Use Vertical Format & Fullscreen

Reels should be created in 9:16 format – optimized for smartphones.

3. Text Overlays & Subtitles

Many users watch without sound. Text increases understandability and accessibility.

4. Use Trendy Sounds

Using current music or audio trends can greatly enhance visibility.

5. Include a CTA

Whether "Link in Bio", "Comment Now" or "Save for Later" – Reels should include a call to action.

6. Reuse & Crosspost

Use Reels on TikTok, Facebook, or YouTube Shorts as well – paying attention to platform specifics.

6. Reels and the Algorithm

Instagram favors Reels that:

  • achieve high view numbers and watch time

  • are frequently liked, commented, or shared

  • contain original content (no reposts from TikTok with watermarks)

  • use relevant hashtags

  • are posted regularly (at least 2–3 times a week)

Tip: Publish Reels at times when your target audience is particularly active – this increases the likelihood of viral spread.

7. Reels as Part of the Content Strategy

Individual Reels are good, but a consistent Reels concept is better. This requires:

  • Content pillars (e.g., info, entertainment, brand)

  • Editorial plan with topics and publication dates

  • Recurring formats (e.g., "Friday Facts", "Monday Motivation")

  • CI-compliant design: logo, color world, typography

It is important to connect with other measures – such as email marketing, the website, or e-commerce.

8. Reels Ads: Reels as an Advertising Format

Since 2021, Reels can also be used as paid advertisements. The advantages:

  • Placement in the Reels feed of potential customers

  • Interactive functions remain (like, comment, share)

  • Targeting specific audiences like other Instagram Ads

Ideal for:

  • Building reach

  • App downloads

  • Product launches

  • Event promotions

Keep in mind: The style should appear organic – like a "normal" Reel and not like a classic commercial.

9. Key Performance Indicators (KPIs) for Reels

The most important metrics for evaluating Reels in marketing are:

  • Views – How many times was the video viewed?

  • Watch Time – How long do users watch the Reel on average?

  • Engagement Rate – Sum of likes, shares, comments, saves

  • Follower Growth – Did the Reel bring in new followers?

  • Traffic & Conversions – Does the Reel lead to website visits or purchases?

Tip: Use Instagram Insights or external tools (e.g., Hootsuite, Later) for detailed analyses.

10. Challenges & Tips

❌ Mistake: Appearing Too Promotional

Users expect entertainment. Advertising should be subtly packaged – e.g., in the form of a storytelling reel.

❌ Mistake: No Recognizability

Pay attention to branding elements to link your Reels with your brand.

❌ Mistake: No Consistency

One viral reel doesn’t do much. What matters is regularity and strategy.

✅ Tip: Encourage Reactions

Ask questions, engage the community ("Your turn!", "What do you think?"), encourage interaction.

✅ Tip: Learn from Competitors

Observe successful creators or competitors – what works for them?

Conclusion: Reels – A Must-Have in Modern Marketing

Reels are more than just a trend – they are a powerful instrument in the digital marketing mix. With minimal effort, creative content with high reach can be produced. For businesses and brands, they provide the opportunity to present themselves as approachable, creative, and authentic.

Those who use Reels regularly and strategically benefit from:

  • more visibility

  • higher engagement

  • better customer loyalty

  • modern image

Whether fashion brand, craft business, or software company – Reels work in almost every industry. The prerequisite is a thoughtful concept, continuous implementation, and the willingness to engage with a dynamic format.

Reach

Reach is a central concept in marketing and describes the number of people who are potentially or actually reached by a specific advertising message, post, or campaign. It indicates how many people have perceived a brand, a product, or information – whether through social media, email, websites, print media, or other channels.

One distinguishes between organic reach and paid reach.

  • Organic reach arises from unpaid content, e.g. social media posts, blog articles, or recommendations. It usually grows more slowly, but is often more credible.

  • Paid reach is generated through advertising (e.g. Google Ads, Facebook Ads). It can quickly achieve high reach, but is associated with costs and requires good targeting.

Another important concept is viral reach, where content finds a large, often unexpected distribution through sharing, liking, or commenting. This form plays a significant role in social media marketing.

However, reach alone is not a guarantee of success. Decisive is the qualitative reach – whether the right target groups are being addressed. A post with high reach but without engagement or conversion brings little value. Therefore, reach is often considered together with other metrics like impressions, click-through rate (CTR), or engagement rate.

For companies, the continuous increase of reach is an important goal to build brand awareness, acquire customers, and secure competitive advantages. Strategies for increasing reach include, among others, content marketing, search engine optimization (SEO), influencer collaborations, or targeted advertising campaigns.

In short: Reach is the foundation of every successful marketing communication – but only effective when used purposefully and sensibly.

Responsive

Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.

ROI

ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.

S

Sales Strategy

A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.

Salesforce

Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT) – The Real Product Experience After Purchase

The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.

In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.

Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.

For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.

Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.

Semrush

In today's digital world, it is essential for businesses to be visible online. The competition is fierce, and without an effective search engine optimization (SEO) strategy and paid advertising, potential customers will pass by your website. This is where Semrush comes into play – a powerful all-in-one tool that helps marketers, SEO specialists, content creators, and businesses analyze, improve, and expand their online presence.

What is Semrush?

Semrush is a SaaS platform (Software as a Service) founded in 2008. Originally launched as an SEO tool, Semrush has evolved into a complete marketing solution over the years. The platform offers over 55 tools for various areas of digital marketing, including:

  • SEO (Search Engine Optimization)

  • Content Marketing

  • Competitive Analysis

  • PPC (Pay-per-Click)

  • Social Media Management

  • Market Research

  • PR and Link Building

With a database of over 25 billion keywords, 43 trillion backlinks, and access to data from over 140 countries, Semrush is one of the most comprehensive tools on the market.

Key Features of Semrush

1. Keyword Research

Keyword research is at the heart of any SEO strategy. With Semrush, users can:

  • Analyze search volume, competition, and CPC (Cost-per-Click) for keywords

  • Get keyword suggestions for long-tail keywords

  • Identify questions and related search queries

  • Track search trends over time

Especially helpful is the Keyword Magic Tool, which provides thousands of ideas based on a main keyword – including filters by search intent, language, competition, and more.

2. Competitive Analysis

Semrush allows for deep insights into competitors' strategies. Through the Domain Overview Tool, users can analyze metrics such as:

  • Organic Traffic

  • Paid Traffic

  • Backlink Profile

  • Top Keywords

  • Visibility in Search Engines

This enables quick recognition of how competitors perform in search engines – and which keywords or content work well for them.

3. On-Page SEO and Website Audit

A technically sound website is crucial for good SEO. Semrush offers comprehensive site audits that uncover hundreds of technical errors, warnings, and suggestions, including:

  • Loading Times

  • Broken Links

  • Duplicate Content

  • Meta Tags and Alt Texts

  • Indexing Issues

After the scan, users receive concrete recommendations for addressing the issues.

4. Backlink Analysis and Link Building

Backlinks are a central ranking factor. Semrush analyzes a domain's backlink profile and provides information on:

  • Number and quality of incoming links

  • Referring Domains

  • Anchor Texts

  • New and Lost Links

The Link Building Tool assists in actively building backlinks, e.g., through targeted outreach campaigns.

5. Content Marketing Toolkit

Content marketing is closely linked to SEO. Semrush offers tools to assist in all phases of the content lifecycle:

  • Topic Research: Idea generation based on current trends

  • SEO Content Template: Guidelines for optimal content creation

  • Writing Assistant: Artificial intelligence to analyze text quality and SEO fit

  • Content Audit: Analysis of existing content regarding performance

These tools particularly help content teams create content that appeals to both users and search engines.

6. PPC and Ads Analysis

In addition to organic search, Semrush also supports the optimization of paid advertising. Features include:

  • Keyword Research for Google Ads

  • Analysis of competitors' ads

  • CPC Estimation

  • Ads Preview

  • Creation of Ad Texts

This not only saves budget but also helps target relevant audiences more effectively.

7. Social Media Management

With Semrush's Social Media Toolkit, users can:

  • Plan and publish posts on multiple platforms (e.g., Facebook, Instagram, LinkedIn)

  • View performance data (reach, engagement, follower growth)

  • Compare competitors on social media

Thus, Semrush also offers centralized control for social media activities – directly from the dashboard.

Pricing Models and Target Groups

Semrush offers three main plans:

  1. Pro – for freelancers and small teams

  2. Guru – for small and medium-sized businesses and agencies

  3. Business – for large companies with extensive requirements

All plans provide access to the essential tools but differ in data volume, user count, and advanced features such as historical data or content marketing modules.

A free trial allows interested parties to try Semrush before purchasing.

Advantages of Semrush

  • Extensive Data Base: Very precise and comprehensive SEO and marketing data

  • All-in-One Solution: No need to combine multiple tools

  • Regular Updates: Continuous additions and new features

  • Reliable Support: Tutorials, webinars, help center, and live support

  • Good User Interface: Intuitive and clear, even suitable for beginners

Disadvantages of Semrush

  • Cost: Relatively expensive compared to simple SEO tools

  • Complexity: The array of features can be overwhelming at first

  • Limitations on Lower Plans: Limited number of projects or reports

Conclusion: Who is Semrush Suitable For?

Semrush is suitable for:

  • SEO Professionals and Agencies who need detailed analyses and reports

  • Marketing Teams that want to work cross-channel (SEO, PPC, Social Media)

  • Content Strategists who wish to plan and optimize content based on data

  • Entrepreneurs and Startups aiming to grow strategically and improve their online strategy

For absolute SEO beginners, Semrush may initially seem complex, but with many training materials and its clearly structured setup, onboarding is quite feasible.

Summary

Semrush is much more than a SEO tool – it is a comprehensive platform for digital marketing. With its diverse functions and data sources, it is a valuable companion for anyone looking to be visible and successful on the internet. Despite the price, Semrush offers high value, especially through time savings, efficiency, and well-founded decision-making. Additionally, Semrush is continually being expanded for GEO.

dietz.digital works intensively with Semrush and offers full expertise on all topics related to this tool and opportunities in digital marketing as a Semrush partner.

SEO

SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.

SEO is divided into three main areas:

On-Page SEO

This involves everything that happens directly on the website. This includes:

  • Content: High-quality, relevant, and well-structured content that answers user questions.

  • Keywords: Important terms that users search for are targeted and integrated.

  • Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).

  • Meta Tags: Optimized titles and descriptions that are displayed in search results.

  • Pillar Page: Gateway page for overarching SEO content

Off-Page SEO

This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.

Technical SEO

This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.

SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.

In short:

SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.

Visibility

Visibility – The Key to Digital Success

Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.

A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.

Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.

But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.

Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.

Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.

Master data

Master data is fundamental, long-term valid information that is used in companies to identify and describe objects, people, or processes. It forms the basis for many business processes and remains stable over longer periods of time, in contrast to transactional data. Typical examples of master data include customer data (name, address, contact information), supplier data, product data (description, price, dimensions), or employee master data.

The quality of master data is crucial for the smooth running of operational and strategic business processes. Incorrect, duplicate, or outdated master data can lead to process disruptions, wrong decisions, or economic losses. Therefore, professional master data management is of great importance. It includes the maintenance, validation, standardization, and regular review of the data.

An important component is the unique identification – for example, through customer numbers, material numbers, or employee numbers. This allows data to be systematically collected, processed, and analyzed. Particularly in ERP systems (e.g., SAP), master data plays a central role, as almost all modules access it.

Moreover, master data gains strategic importance through digitalization and automation. They enable personalized offers, data-driven decisions, and optimized supply chains. At the same time, the complexity increases: master data must be consistent across the company and often even uniform internationally.

The maintenance of master data is not only a technical challenge but also an organizational one. It requires clear responsibilities, well-defined processes, and suitable systems. Only in this way can companies ensure that their data foundation remains robust, up-to-date, and usable – a crucial competitive advantage in data-driven markets.

Stories

In a world where users are confronted with thousands of pieces of information every day, it is crucial to create content that captures attention – and holds it. Stories have become one of the most effective formats in digital marketing today. They provide brands with the opportunity to communicate with their audience in an authentic, emotional, and interactive way. Particularly due to their short lifespan and placement at the top of social media apps, they are ideally suited to interact with target audiences on equal footing.

In this article, you will learn how stories work in digital marketing, why they are so effective, and how you can use them strategically.

1. What are Stories?

Stories are short, vertical content (usually videos or images) available on platforms like Instagram, Facebook, WhatsApp, LinkedIn, Pinterest, or TikTok. They typically disappear after 24 hours, but can remain visible longer through features like highlights or saved story archives.

Features of Stories:

  • Duration: typically 15 seconds per segment

  • Format: 9:16 vertical format

  • Content: videos, photos, text, emojis, links, music

  • Function: insights, interaction, entertainment, advertising

  • Platforms: Instagram, Facebook, WhatsApp, LinkedIn, TikTok (similar formats)


2. Why Stories are So Important in Digital Marketing

a) Instant Attention

Stories appear at the top of social media apps and are often viewed by users first – even before the actual feed.

b) Authenticity

Stories often seem more spontaneous and genuine than traditional posts. This builds trust in the brand and creates closeness.

c) Interactive Features

Questions, polls, quizzes, votes, swipe-up links (or link stickers) – all of this promotes engagement and interaction with the community.

d) Urgency Through Time Limitation

The 24-hour availability creates FOMO (“Fear of Missing Out”) – users don’t want to miss anything.

e) Low Production Barrier

Stories don’t need to be perfect – a mobile video is often enough. This lowers the entry barrier for companies and brands.

3. Use Cases for Stories in Marketing

1. Presenting Products

With short clips or boomerangs, products can be shown in everyday situations – ideal for an authentic brand experience.

2. Behind-the-Scenes Content

Show insights into daily work life, production, or events – this conveys transparency and builds trust.

3. Announcements and Teasers

Whether it's a product launch, a new collection, or a discount campaign – stories are perfect for building excitement.

4. Interactive Community Elements

Ask questions, conduct polls, or incorporate quiz stickers – this fosters viewer engagement.

5. Share User Generated Content

Share story contributions from customers (with their consent) to support your brand through real experiences.

6. Story Series or Tutorials

Use multiple slides to tell stories in series form: e.g., “5 Tips in 5 Days,” “Mini Recipe Series,” “Q&A about the Brand.”

4. How to Create Good Stories

a) Strong Opening

The first few seconds are crucial. Use eye-catching colors, surprising statements, or questions to grab attention.

b) Clear Goal

What do you want to achieve? Reach, interaction, clicks? Every story should have a clear goal and a call to action.

c) Don’t Forget Branding

Subtly integrate your logo, brand colors, or fonts into your stories – this increases recognition value.

d) Use Music and Sound Purposefully

Music underscores the emotion of the content. Use suitable sounds or voiceovers to make your content more lively.

e) Vertical Thinking

Stories are mobile-optimized content – so don’t recycle landscape videos. Use the entire vertical format for your content.

5. Story Highlights – Making Content Permanently Visible

Stories can be permanently saved on the profile through highlights. These are perfect for:

  • Answering FAQs

  • Showing product information or categories

  • Making events or campaigns visible in the long term

  • Presenting testimonials and customer feedback

  • Sharing company values or team introductions

Structure your highlights by topics and design them in a uniform style – this makes you appear professional and trustworthy.

6. Measuring Success: Metrics for Stories

The most important metrics for story performance are:

  • Impressions: How often was the story seen?

  • Reach: How many users viewed the story?

  • Responses: Number of reactions via direct message

  • Next Clicks: How many clicked to the next story?

  • Drop-Offs: How many left the story?

  • Interactions with Stickers: Clicks on polls, links, quizzes, etc.

Tools like Instagram Insights, Facebook Creator Studio, or third-party tools like Later, Hootsuite, or Metricool assist in evaluation.

7. Best Practices and Tips

  • Post Regularly, e.g., 3–5 stories per day, to stay in memory.

  • Variety is key: Show different content and use all available tools (stickers, music, text).

  • Storytelling Rather than Advertising: Tell small stories instead of flat advertising messages.

  • Link Smartly: Direct interested parties to the shop, blog, or newsletter sign-up.

  • Use Peak Times: Post at times when your target audience is active.

8. Paid Stories – Advertising in Story Format

In addition to organic stories, companies can run story ads. These appear between other users’ stories and can be targeted.

Advantages of Story Ads:

  • Seamless Integration into user behavior

  • Target Audience Specific Targeting like other Facebook/Instagram campaigns

  • Swipe-Up Function / Link Sticker to the website, landing page, or shop

  • Ideal for quick conversions, awareness, or traffic

It is important that story ads do not look like traditional advertising – they should visually and content-wise align with organic stories.

9. Platform Differences: Stories on Different Networks


Platform

Special Feature

Instagram

Largest reach, many interaction possibilities

Facebook

Similar to Instagram, older target audience

WhatsApp

More private communication, ideal for small businesses

LinkedIn

Less widespread, more for B2B insights (stories function has been discontinued)

TikTok

No classic story format, but similar short formats

Pinterest

“Idea Pins” as story-like content

10. Challenges and Common Mistakes

❌ Too Much Text

Stories are fast-paced – keep text short, clear, and big.

❌ Unstructured Approach

Guide your viewers through a clear story or structure.

❌ Only Advertising

Too many promotional contents can deter viewers. Value is crucial.

❌ No Interaction

Those who do not use polls, questions, or links miss the potential for engagement and conversion.

Conclusion: Stories are More than a Trend

Stories are a central element of modern brand communication. They enable real closeness to the target audience, promote interaction, increase brand loyalty, and can achieve concrete conversions – from website visits to product purchases.

Whether a large corporation or a small start-up: Those who strategically, regularly, and creatively use stories create a strong foundation for sustainable success in digital marketing.

T

Targeting

Of course! Here is a detailed text with around 1,000 words on the topic of Targeting in Digital MarketingThe essence of digital marketing is to deliver relevant content to the right people at the right time. The digital world offers advertisers unprecedented opportunities to specifically and individually address potential customers. This targeted addressing of target groups is called Targeting. It is one of the most important success factors in online marketing – from social ads to search engine ads and display campaigns.

In this article, we explain what targeting means in digital marketing, what forms it takes, how it works, and what best practices companies should consider.

1. What is Targeting in Digital Marketing?

Targeting refers to the precise alignment of advertising measures to specific target groups. It enables marketers to show ads only to users who are highly likely interested in a product or service. The goal is to minimize waste and maximize relevance.

Instead of broadcasting ads indiscriminately, targeting relies on data – for example, demographic characteristics, interests, behaviors, or location. The idea behind it: The better I know my target audience, the more efficient and successful my advertising will be.

2. Why is Targeting So Important?

In today’s flood of information, people are constantly surrounded by content. It is even more crucial to display only relevant content at the right time. Without targeting, companies risk:

  • high waste (target groups outside the area of interest)

  • low conversion rates

  • wasted budgets

  • lost reach

Proper targeting, on the other hand, ensures:

  • higher efficiency

  • better performance

  • personalized user experiences

  • stronger customer loyalty

3. The Main Types of Targeting at a Glance

a) Demographic Targeting

This targets individuals based on classical demographic characteristics:

  • Age

  • Gender

  • Marital Status

  • Income

  • Education

  • Occupation

Example: A baby product brand targets its advertising to women aged 25 to 40.

b) Geographic Targeting (Geo-Targeting)

Target groups are segmented based on their location – from country down to postal code.

Example: A restaurant advertises its lunch specials only within a 5 km radius.

c) Interest-Based Targeting

Platforms like Facebook, Instagram, or TikTok analyze user behavior to draw conclusions about interests.

Example: An online store for sportswear targets its advertising to people interested in fitness, outdoor activities, or running.

d) Behavioral Targeting

Here, data on online behavior is included: visited websites, click behavior, purchase history, app usage, etc.

Example: Someone who regularly reads travel blogs receives ads for flights or hotels.

e) Retargeting (Remarketing)

Users who have previously interacted with a company (e.g. website visit, cart abandonment) are specifically targeted again.

Example: A user forgot a pair of shoes in their cart – later they see an ad for that exact product.

f) Lookalike/Similar Audience Targeting

Based on existing customer data, a "similar audience" is created. These individuals share similar characteristics and behaviors with existing customers.

Example: Facebook finds users who resemble the most loyal customers of an online store.

g) Contextual Targeting

This relates to the environment in which an ad is placed. Ads are shown on pages with specific thematic content.

Example: An insurance provider places its banners on blogs about finance or travel.

h) Device and Platform Targeting

Advertising can be displayed depending on the end device (smartphone, tablet, desktop), operating system, or even browser.

4. Targeting on Different Platforms

► Google Ads

  • Target groups based on keywords, interests, purchase intent, or remarketing

  • Audience segments in the Google Display Network (GDN) or YouTube

► Meta (Facebook & Instagram)

  • Very precise targeting based on interests, behavior, location, age, gender

  • Custom Audiences & Lookalike Audiences

► LinkedIn Ads

  • Specifically for B2B

  • Targeting based on industry, profession, hierarchy level, company size, etc.

► TikTok Ads

  • Target audiences based on behavior, interests, and video interactions

5. Data Protection and Ethical Boundaries

With the increasing use of user data comes greater responsibility. The GDPR (General Data Protection Regulation) in Europe regulates how personal data can be used.

Important points:

  • Consent required for tracking (e.g., via cookie banners)

  • Transparency about stored data

  • Option for data deletion and access

Ethically, it’s important: Targeting must not be discriminatory or manipulative. Also, sensitive data categories such as religion, health, or political views should be handled with care.

6. Challenges in Targeting

❌ Data Quality

Missing or outdated data leads to poor audience targeting.

❌ Over-Targeting

Too many restrictions can severely limit reach and increase costs per click.

❌ Ad Fatigue

If the same target group sees the same ad too often, its effectiveness decreases – maintaining the right frequency helps here.

❌ Dependence on Third-Party Platforms

Apple's iOS tracking restrictions (App Tracking Transparency) and the end of third-party cookies significantly change the targeting landscape.

7. Best Practices for Successful Targeting

Audience Analysis in Advance

Understand your ideal customers – through market research, CRM data, personas, or web analytics.

Testing and Optimizing

Create A/B tests with different targeting options and regularly analyze performance.

Synchronize Content and Targeting

Relevant content is only successful when it fits the target audience. Not only show "who," but also "what."

Cross-Channel Strategy

Utilize different platforms – with specific targeting for each channel.

Respect Data Protection

Ensure transparency and trust – this is also part of sustainable marketing.

8. The Future of Targeting: AI, Data & Privacy

The future lies in Artificial Intelligence (AI) and Predictive Analytics: systems that learn independently from data which target groups respond best to which content. At the same time, awareness of data sovereignty and privacy-by-design is growing.

Future targeting strategies will increasingly focus on:

  • First-party data (e.g., from own apps, stores, or newsletters)

  • Contextual targeting as an alternative to tracking

  • Consent-based models (transparency instead of surveillance)

Conclusion: Targeting is Not a Luxury, but a Necessity

In digital marketing, targeting is an indispensable tool to execute relevant, effective, and efficient campaigns. Those who know and understand their target audience can create personalized experiences, avoid waste, and make the marketing budget go further.

However, targeting is not automatic: it requires good data, strategic thinking, continuous optimization, and ethical responsibility. Then it becomes a true success factor in the digital marketing mix.

TCO

TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.

Template

Templates in Marketing – Efficiency through Structure and Reusability

A template (German: Vorlage) is a pre-made, reusable format that specifies structure, design, and content elements. In marketing, templates serve to standardize processes, save time, and ensure a consistent brand image across all channels.

Templates are used in numerous areas:

  • Email Marketing: Templates for newsletters or automated campaigns enable consistent design and facilitate the production of regularly published content.

  • Social Media: Designs for Instagram posts, LinkedIn graphics, or Facebook banners ensure recognition and save design effort.

  • Landing Pages: Pre-made page layouts with placeholders for headlines, CTAs, and images speed up the creation of campaign-specific pages.

  • Presentations & Pitch Decks: Uniform PowerPoint or Google Slides templates convey brand identity even in internal and external communication.

  • Content Formats: Templates for blog articles, white papers, or case studies help in the consistent structuring of editorial content.

The great advantage of templates lies in their efficiency increase. Teams do not have to start from scratch each time but can rely on proven, tested formats. At the same time, templates ensure that corporate design, language, and tone are adhered to – especially important in larger organizations or with multiple parties involved in the marketing process.

Modern tools like Canva, HubSpot, Mailchimp, or Adobe Express provide pre-made templates or allow creating custom templates and sharing them within the team. It is important that templates should be flexibly adaptable to allow for creative freedom and not come across as impersonal.

Conclusion: Templates are a valuable tool in everyday marketing. They combine efficiency with brand strength – and help maintain quality and consistency across all measures.

Tone of Voice

In today's digital age, where customers are confronted with a flood of information every day, it is no longer enough to simply what a brand says – what matters is how it says it. The so-called Tone of Voice (TOV), or the style or tone of a brand's communication, has become an important tool in marketing. It significantly influences the perception, recognition, and credibility of a brand.

A clearly defined Tone of Voice helps convey the brand identity consistently across all channels, build trust, and connect emotionally with the target audience.

What is the Tone of Voice?

The Tone of Voice refers to the way a brand communicates – both in terms of language and style. It is not about content, but about form. It involves word choice, sentence structure, style, tonality, rhythm, and the emotional level of a message.

Examples:

  • Factual and professional (e.g., for an insurance company)

  • Casual and humorous (e.g., for a start-up)

  • Inspiring and motivating (e.g., for a fitness brand)

  • Luxurious and exclusive (e.g., for a fashion brand)

The Tone of Voice reflects the personality of the brand – and ensures that it appears recognizable and authentic.

Why is the Tone of Voice so important in marketing?

1. Strengthening brand identity

The Tone of Voice gives the brand a distinctive voice. This creates a coherent brand image that is consistent both externally and internally.

2. Audience engagement

A well-chosen linguistic style directly addresses the target audience – emotionally and on an equal footing. It creates closeness, trust, and relevance.

3. Differentiation from the competition

Products and services are often interchangeable – but the tone is not. The Tone of Voice can be a crucial differentiating factor.

4. Trust and credibility

A consistent communication style appears professional and trustworthy. An inconsistent or inappropriate tone, on the other hand, can create confusion and rejection.

Components of a Tone of Voice

A complete Tone of Voice concept includes several levels:

1. Language style

  • Simple or complex?

  • Formal or colloquial?

  • Active or passive?

2. Tonality

  • Warm, friendly, empathetic?

  • Factual, matter-of-fact, informative?

  • Provocative, cheeky, ironic?

3. Attitude and values

  • Optimistic or critical?

  • Approachable or distant?

  • Goal-oriented or inspiring?

4. Typical formulations

  • Which terms are preferred?

  • Are there fixed phrases or claim structures?

  • Which words should be avoided?

Examples of Tone-of-Voice styles

Brand

Tonality

Effect

IKEA

Casual, personal, pragmatic

Customer proximity, everyday friendly

Apple

Minimalistic, clear, inspiring

High quality, innovation

Nike

Motivational, energetic, emotional

Sportiness, determination

Haribo

Childlike, playful, cheerful

Family-friendly, fun-oriented

Volkswagen

Trustworthy, down-to-earth

Quality, German engineering

How to develop the right Tone of Voice?

Developing an appropriate Tone of Voice is a strategic process that involves several steps:

1. Analyze brand identity

What is the brand's mission? What values does it represent? How should it be perceived?

2. Understand the target audience

What language does the target audience speak? How do they communicate in everyday life? What tonality matches their needs and expectations?

3. Compare competitors

How do comparable brands communicate? Where is there potential for differentiation?

4. Define brand personality

It often helps to describe the brand as a person:

  • Would it be more of a creative rebel or a conservative advisor?

  • Would it use informal or formal address?

  • Would it be loud or rather reserved?

5. Formulate Tone-of-Voice guidelines

A Tone-of-Voice-Guide concretely describes how the brand voice expresses itself – with examples, rules, and application guidelines.

The Tone-of-Voice Guide: What should it include?

A good TOV guide typically contains:

  1. Short description of the brand


    • Mission, vision, values


  2. Basic tonal direction


    • E.g., "Our brand communicates directly, emotionally, and motivatingly."


  3. Do's and Don'ts


    • Exemplary formulations

    • Words or stylistic elements to be avoided


  4. Examples for various channels


    • Email communication

    • Social media

    • Website texts

    • Brochures or presentations


  5. Comparisons: wrong vs. right


    • E.g., "Dear customer" vs. "Hello! Nice to see you here."

Tone of Voice in practice

Social Media

Here, a casual, authentic tone is often required. Brands can sound "more human" here – sometimes even with humor or irony.

Customer Support

Empathy and willingness to help are paramount. The tone should be calming, understandable, and solution-oriented.

Email Marketing

Depending on the recipient, the tone can be more personal or formal. A clear, understandable language with direct address is important.

Website and product texts

The Tone of Voice should build trust and reflect the brand values – from the homepage claim to the product description.

Challenges with Tone of Voice

  • Channel dependence: One tone does not fit all platforms equally well. Adjustments are needed without losing the brand voice.

  • Internationalization: The Tone of Voice needs to be localized – cultural differences in tonality and style must be considered.

  • Employee training: Everyone who speaks on behalf of the brand must know and be able to apply the tonality.

  • Authenticity: The tone must not come across as forced or artificial – otherwise, the brand will lose credibility.

Criteria for a strong Tone of Voice

  • Recognizable – one recognizes the brand even without a logo.

  • Consistent – same tonality across all touchpoints.

  • Target audience-oriented – speaks the language of customers.

  • Flexible – adapts to the medium and context.

  • Authentic – appears credible and appropriate for the brand.

Conclusion

The Tone of Voice is much more than a linguistic style – it is an expression of brand personality. In a world where the first impression often occurs digitally, the tone determines whether a brand is perceived, liked, or ignored. Companies that invest in a clear, consistent, and target audience-oriented Tone of Voice not only strengthen their communication – they strengthen their entire brand.

Because people do not just buy products. They buy brands, attitudes, and emotions. And these are transported – alongside images – primarily through language. The Tone of Voice is the voice that brings the brand to life.

Trend analysis

In an increasingly dynamic and digitized world, it is essential for companies to recognize and respond to current developments early on. The trend analysis in marketing serves this very purpose: it identifies, evaluates, and interprets changes in consumer behavior, technological advances, societal trends, and economic conditions. The goal is to make informed strategic decisions, unlock innovation potential, and secure competitive advantages.

What is trend analysis in marketing?

Trend analysis in marketing is a systematic process for observing and evaluating developments that can sustainably influence consumer behavior or the market. These trends can come from various areas, such as technology, society, the environment, the economy, or politics. Unlike short-term fads, marketing trend analyses aim at longer-term, structural changes.

Objectives of trend analysis

The main objectives of trend analysis in marketing are:

  1. Early detection: Recognizing potential changes in the market environment in a timely manner.

  2. Strategic planning: Using trends as a basis for forward-looking marketing strategies.

  3. Innovation promotion: Developing new product and service ideas.

  4. Risk minimization: Avoiding misinvestments through better market understanding.

  5. Customer centering: Deepening understanding of changing needs and expectations of target groups.

Types of trends

Trends can be classified in various ways, particularly by their reach and duration:

  • Megatrends: Long-term, global developments (e.g., digitization, sustainability, urbanization).

  • Macrotrends: Trends affecting several industries or societal areas (e.g., sharing economy).

  • Microtrends: Shorter-term, often industry-specific developments (e.g., the boom of plant-based meat alternatives).

Methods of trend analysis

1. Desk research

The simplest and most cost-effective method is analyzing existing data sources: studies, trade journals, social media, scientific publications, market reports, or trend portals like WGSN or TrendOne. The aim is to gather and condense relevant information.

2. Expert interviews and Delphi method

Engagement with experts and industry insiders provides high-quality insights. The Delphi method – a structured multi-stage expert survey – helps develop consolidated future scenarios.

3. Trend scouting and monitoring

Specialized trend agencies or internal innovation departments specifically observe new developments worldwide – for example, in start-up ecosystems, at trade fairs, or in innovation hubs.

4. Data analysis and AI

Big data and artificial intelligence offer new opportunities to detect patterns in consumer behavior. Tools like predictive analytics, text mining, or sentiment analysis help automatically recognize and evaluate relevant trends. Various tools from different sectors, such as Semrush or Meltwater, support this.

5. Scenario technique

The development of different future scenarios helps companies better assess their strategic options and prepare for possible developments.

Application examples in practice

1. Fashion industry

In the fashion industry, trend scouting is fundamental. Companies like Zara or H&M rely on agile processes to quickly respond to microtrends. At the same time, they observe megatrends such as gender fluidity or sustainability and develop new product lines based on them.

2. Food industry

Changed dietary habits – for example, the trend towards vegan nutrition – lead to the development of new product categories. Brands like Oatly or Beyond Meat are direct results of such market changes.

3. Automotive industry

Trends such as electromobility, autonomous driving, or car-sharing have massively changed the marketing and product strategies of many car manufacturers. Tesla, for example, combines technological trends with a clear focus on sustainability and digital brand management.

4. Tourism industry

Changed travel habits (e.g., sustainable travel, workation trend, digital detox) lead to new offerings and target group approaches. Marketing campaigns are tailored to this, for example, through promoting ecologically responsible travel options.

Advantages of trend analysis in marketing

  • Competitive advantage: Early detection enables first-mover advantages.

  • Customer loyalty: Trends indicate what moves target groups – those who respond remain relevant.

  • Innovative capability: Trend analyses inspire new ideas and disruptive business models.

  • Market understanding: Companies better understand how needs, values, and lifestyles develop.

Challenges of trend analysis

Despite its advantages, there are also challenges:

  • Data deluge: The multitude of information can be overwhelming. Filtering mechanisms are crucial.

  • Uncertainty: Not every trend prevails. Misinterpretations can lead to misinvestments.

  • Short-lived nature: Microtrends become outdated quickly – companies must be agile enough to keep up with the dynamics.

  • Bias: Subjective assessments (e.g., in expert interviews) can lead to distortions.

Integration into marketing strategy

An effective trend analysis does not end with the insights gained but with implementation. Companies should use trends as a starting point for concrete strategic measures:

  1. Product development: New products or services based on current customer needs.

  2. Positioning: Adapting the brand message to societal developments.

  3. Channel selection: Using new communication platforms that are trending (e.g., TikTok, podcasts).

  4. Target group communication: Fine-tuning communication in line with changing values and lifestyles.

Conclusion

Trend analysis in marketing is a central tool for successfully operating in a rapidly changing world. Those who recognize, understand, and strategically use trends create sustainable competitive advantages. It is not just about reacting to changes but about proactive action – companies that shape trends are future-ready.

Trend analysis is not a one-time activity but a continuous process. It requires an open mindset, systematic approaches, and the ability to endure uncertainties. Especially in times of digitization, climate change, and global upheavals, it is more important than ever.

U

UI/UX

UI/UX – User Interface and User Experience in Digital Design

UI (User Interface) and UX (User Experience) are two central concepts in digital design that are closely intertwined but focus on different aspects. Together, they ensure that digital products such as websites, apps, or software solutions are not only functional but also user-friendly and appealing.

UI (User Interface) refers to the user interface – that is, the visual design and interaction elements of a digital product. This includes colors, fonts, buttons, layouts, menus, and icons. The goal of UI design is to create an attractive, intuitive, and consistent interface that reflects the brand identity and facilitates navigation.

UX (User Experience), on the other hand, describes the overall user experience – from the first interaction with the product to the achievement of a specific goal, such as purchasing a product or submitting a form. It is about usability, logic, efficiency, and emotional impact. Good UX design takes into account the needs, expectations, and behaviors of users. It ensures that the use of a digital product is simple, enjoyable, and as seamless as possible.

The collaboration of UI and UX designers is crucial for the success of a digital product. UX designers analyze user needs, create user journeys and wireframes, while UI designers implement these concepts visually. Both disciplines use tools like Figma, Adobe XD, or Sketch for collaborative development.

Thoughtful UI/UX design leads to more satisfied users, higher conversion rates, and stronger customer loyalty. In an increasingly digital world, user-centered design is therefore not a luxury but a competitive factor.

User Experience

User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.

USP - Unique Selling Proposition

In a world full of brands, products, and services, it is becoming increasingly difficult for companies to stand out from the crowd. This is where the USP comes into play – the Unique Selling Proposition or in German: the unique selling point. It describes the feature that makes a product or service unique and sets it apart from the competition. A clearly defined USP is essential for any successful marketing strategy.

What does USP mean?

The term USP (Unique Selling Proposition) was coined in the 1940s by advertising expert Rosser Reeves. He described it as the clear, convincing benefit promise that distinguishes a product from all others. A USP answers the question:

"Why should a customer buy this product – and not another?"

A USP must fulfill three central characteristics:

  1. Uniqueness: The promise must stand out clearly from the competition.

  2. Relevance: It must offer a concrete benefit to the target group.

  3. Communicability: The USP must be easy, clear, and memorable to convey.

The importance of USP in marketing

The USP is the foundation of a company or product's positioning in the market. It helps to:

  • sharpen the brand image,

  • build trust and recognition,

  • clarify the competitive advantage,

  • establish customer loyalty, and

  • formulate marketing messages effectively and purposefully.

Without a clear USP, marketing efforts run the risk of appearing arbitrary or interchangeable.

Examples of successful USPs

1. M&Ms – "Melts in your mouth, not in your hand"

This USP promised a specific functional characteristic that set M&Ms apart from other chocolate candies – and is still memorable today.

2. Apple – "Think different"

Here, the product is not the focus, but rather the attitude. Apple positioned itself as a brand for creative, independent thinkers – with great success.

3. Volvo – "Safety"

Volvo has consistently positioned itself as a manufacturer of safe cars over decades. This USP was credible and decisive for many consumers when making a purchase.

4. Avis – "We try harder"

As the number 2 in car rental, Avis deliberately relied on an emotional USP: We are not the largest, so we have to try harder – which created sympathy and trust.

How to develop a USP?

The development of an effective USP is a strategic process. Here are the key steps:

1. Target group analysis

Understand what the customer really wants. What needs, desires, problems, and expectations does the target group have?

Questions:

  • What problems do my customers have?

  • What drives them to purchase?

  • What are their values and emotions?

2. Competitive analysis

What are competitors offering? Where do they differ? Where are their weaknesses? The aim is to identify white spaces in the market – areas that are not yet occupied.

3. Define your own strengths and values

What makes your company or product special? These can include technical features, quality, price-performance, design, origin, innovation, or service.

4. Check relevance

The USP must not only be unique but also relevant to the target group. A unique selling point that interests no one is worthless.

5. Formulate the USP

The formulation should be simple, concrete, understandable, and concise. Rule of thumb: A USP should be expressible in one sentence – and remain in memory.

Example structure for a USP sentence:

"[Product/Brand] is the only [Category] that offers [Main benefit/Unique Selling Point]."

Example:

"Our toothpaste is the only one with a triple enzyme formula that has been proven to remove tartar before it forms."

Types of Unique Selling Propositions

A USP can refer to various aspects of a product or company:

  1. Product features: e.g., function, quality, design, technology.

  2. Price/performance: Cheaper, better ratio, more benefits per euro.

  3. Service: e.g., fast support, free delivery, individual consulting.

  4. Corporate philosophy: e.g., sustainability, social responsibility.

  5. Emotional aspects: e.g., identification, image, lifestyle.

  6. Customer experience: Unique purchasing experience or customer journey.

USP vs. Positioning

Often, USP and positioning are confused. The difference:

  • USP: Concrete unique selling feature of a product or brand.

  • Positioning: The overall picture that a brand occupies in the customer's mind – to which the USP makes a significant contribution.

A USP is thus a central component of positioning but cannot be equated with it.

Errors in USP development

1. Interchangeability

Many companies claim to offer "best quality" or "excellent service" – this is not credible if it is not measurable and unique.

2. Complicated formulations

A USP must be easily understandable – no jargon or marketing speak.

3. No customer benefit

If the USP does not provide tangible advantages for the customer, it remains ineffective.

4. Contradictory brand messages

A USP must be consistent with the overall brand communication. If the brand image does not fit the unique selling proposition, confusion arises.

USP in the digital age

With digitalization, the rules have changed. Customers can now quickly and comprehensively inform themselves, compare, and evaluate. Therefore, a convincing USP is more important than ever – and must also be visible and experienceable online.

Important aspects:

  • Search Engine Optimization (SEO): The USP should be reflected in meta titles, descriptions, and website texts.

  • Social Media: Through storytelling and content marketing, the USP can be emotionally charged and spread.

  • Customer reviews: The USP must be confirmed in the real customer experience – only then is it credible.

Conclusion

A clearly formulated, relevant, and credible USP is the cornerstone of any successful marketing strategy. In saturated markets, it often is not the "what" that matters, but the "why" – why a customer chooses precisely this product. Companies that succeed in clearly naming their unique selling point and communicating it across all channels differentiate themselves from the competition and create genuine customer loyalty.

In a time when products are often technically interchangeable, the USP becomes the emotional bridge between brand and person. It is the promise that makes the difference – and it must be kept.

If you'd like, I can create a presentation, a PDF, or a one-pager document for you. Just let me know!

W

Advertising contacts

Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.

Advertising effect

Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.

WhatsApp

WhatsApp – The most popular messaging app in the world

WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.

WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.

Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.

For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.

WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.

Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.

WooCommerce

WooCommerce – The flexible e-commerce solution for WordPress

WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.

The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.

A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.

WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.

Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.

For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.

Mundpropaganda

/en/glossar/reachWord of Mouth (WOM) in Marketing – The Power of Word of Mouth

Word of Mouth (WOM), also known as word-of-mouth advertising, refers in marketing to the dissemination of information about products, services, or brands through personal recommendations. In contrast to traditional advertising, WOM is based on authentic, voluntary statements from consumers and therefore enjoys a particularly high level of credibility.

Recommendations from friends, family, or colleagues often influence purchasing decisions more strongly than advertising messages. Studies show that consumers are more likely to trust products or services rated positively by other customers. This form of referral marketing is particularly effective because it is directly based on trust, satisfaction, and personal experience.

WOM can take place both offline (e.g., through conversations) and online (e.g., through reviews, social media, or forums). Especially through social networks, the reach of WOM has significantly increased. A single positive post can go viral and reach a massive audience – just like a negative one.

In marketing, Word of Mouth is strategically used to increase reach and brand awareness. Measures include, for example:

  • Campaigns with influencers or brand ambassadors

  • Customer reviews and testimonials on websites

  • Referral programs with incentives (e.g., discounts)

  • Experience marketing that encourages positive word-of-mouth

The prerequisite for successful WOM is a convincing product or experience. Only those who provide added value will be recommended. Companies should therefore focus on quality, customer satisfaction, and customer service.

WOM is cost-effective, sustainable, and credible – a powerful tool in the marketing mix that contributes to brand building and customer retention in the long term.

WordPress

WordPress – The Leading Content Management System (CMS)

WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.

One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.

WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.

Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.

Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.

In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.

X

XCode

Xcode – The Development Environment from Apple

Xcode is Apple’s official integrated development environment (IDE). It is used to develop applications for iOS, macOS, watchOS, and tvOS. Xcode offers a comprehensive collection of tools that allow developers to create, test, and debug software efficiently.

The IDE includes a code editor, an interface builder for graphical user interfaces (GUIs), a simulator for various Apple devices, as well as extensive debugging and performance analysis tools. Xcode supports programming languages such as Swift, Objective-C, C++, and Python (for supporting tasks).

A central component of Xcode is the Interface Builder, which allows visual editing of user interfaces. Developers can create user interfaces via drag-and-drop without having to dive deeply into code. Especially in combination with SwiftUI, Apple’s modern declarative UI technology, Xcode enables very fast previews and adjustments of apps.

Xcode also includes the iOS Simulator, which allows developers to test their apps on various virtual devices, such as different iPhone or iPad models, without needing actual hardware. This significantly speeds up the development and testing phase.

Another important feature is the close integration with TestFlight and App Store Connect, which streamlines the process from development to the release of an app.

Xcode is free and available through the Mac App Store, but exclusively for macOS. Due to its close integration with Apple’s ecosystem, Xcode is an essential tool for anyone looking to develop apps for Apple platforms.

XML Sitemap

XML Sitemap – Importance and Function

An XML Sitemap is a structured file in XML format that provides search engines like Google, Bing, or Yahoo with an overview of all important pages of a website. The main goal of an XML Sitemap is to help search engine crawlers find, crawl, and index web content – especially when dealing with large, new, or complex websites.

A typical XML Sitemap lists URLs and can contain additional information such as the creation or modification date of a page (<lastmod>), the change frequency (<changefreq>), and the priority of individual pages (<priority>). This information helps search engines better assess the timeliness and relevance of pages.

Example structure of an XML Sitemap:


<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
  <url>
    <loc>https://www.beispielseite.de/seite1</loc>
    <lastmod>2025-04-27</lastmod>
    <changefreq>weekly</changefreq>
    <priority>0.8</priority>
  </url>
</urlset>

XML Sitemaps are particularly important for:

  • Websites with a very large number of pages,

  • new websites with few incoming links,

  • extensive e-commerce stores with frequent content changes,

  • Websites with hard-to-navigate page structures (e.g., dynamic content).

While the Sitemap itself does not directly improve rankings, it ensures that all important pages can be indexed – a fundamental step for good visibility in search engines. It is advisable to regularly update the XML Sitemap and submit it to Google Search Console as well as other search engines.

Y

Yammer

Yammer – The Social Network for Businesses

Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.

The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.

Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.

Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.

Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.

Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.

Yoast

Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.

YouTube

YouTube – The world's largest video platform

YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.

Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.

A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.

For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.

YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.

YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.

In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.

Z

Zapier

Zapier – Automation for the Digital Everyday

Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.

Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.

Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.

The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.

Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.

In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.

Zendesk

Zendesk is a cloud-based customer service platform that helps companies provide efficient and user-friendly customer service. Founded in 2007 in Denmark, Zendesk quickly became one of the leading providers in the field of customer relationship management (CRM). The platform offers a variety of tools to centrally manage inquiries through various channels such as email, chat, phone, social media, and a help center.

A central component of Zendesk is the so-called ticket system. Every customer issue is recorded as a ticket that can be tracked, prioritized, and assigned to individual team members. This allows teams to maintain an overview even with a high volume of inquiries. Automations and macros help reduce repetitive tasks and shorten processing times.

In addition to the classic support module, Zendesk offers other products, such as for sales (Zendesk Sell), knowledge bases (Zendesk Guide), or live chat (Zendesk Chat). Through APIs and integrations with third-party software like Salesforce, Slack, or Shopify, Zendesk can be flexibly adapted to existing IT structures.

A significant advantage of Zendesk is its user-friendliness. The interface is intuitively designed, which shortens the onboarding time. Additionally, Zendesk provides extensive analytics features: dashboards and reports let companies measure and actively improve the performance of their customer service.

Zendesk is suitable for companies of all sizes – from startups to large corporations. Especially in a time when customer satisfaction is a crucial competitive advantage, Zendesk represents a powerful tool to ensure professional, fast, and personalized customer support.

Target groups

Target Audiences in Marketing – The Key to Effective Communication

The target audience is one of the central concepts in marketing. It describes the entirety of individuals or companies that should be addressed with a specific marketing measure. A clearly defined target audience enables companies to tailor their messages, products, and services precisely to the needs and expectations of potential customers – thereby minimizing wastage and increasing the likelihood of success.

Target audiences can be segmented based on various characteristics, such as:

  • Demographic: Age, Gender, Educational Level, Income

  • Geographic: Place of Residence, Region, Country

  • Sociographic/Psychographic: Lifestyle, Values, Attitudes, Interests

  • Behavioral: Buying Behavior, Brand Loyalty, Usage Frequency

In B2B marketing, additional criteria come into play, such as company size, industry, decision-making authority, or technology affinity.

The precise definition of the target audience is the foundation for choosing the right channels, content, tone, and advertising formats. A social media post aimed at young adults speaks a different language than a whitepaper for IT decision-makers in mid-sized companies. Targeted communication increases the relevance of the marketing message – leading to more attention, higher click-through rates, and better conversion rates.

Modern tools like Google Analytics, CRM systems, or marketing platforms like HubSpot help analyze and segment target audiences based on real data. Buyer Personas – fictional, detailed profiles of typical target audience representatives – are also a proven tool for better visualization and strategic alignment.

Conclusion: Those who know and understand their target audience can communicate more effectively, develop products according to demand, and build long-term customer relationships. The target audience is thus not only a strategic starting point but also a lasting focal point of successful marketing efforts.

Zoho

Zoho – The All-in-One Business Software for Companies

Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.

A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.

One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.

Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.

The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.

Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.

Glossary

GLOSSARY

Support

A

Account Management

Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.

Account-Based Marketing (ABM)

Account-Based Marketing (ABM) – Targeted Marketing for B2B Companies

Account-Based Marketing (ABM) is a strategic approach in B2B marketing where individual companies (accounts) are treated as markets. Instead of directing broad campaigns at a large audience, ABM focuses on individually selected, particularly relevant corporate clients. The goal is to develop highly personalized marketing and sales measures for these key customers to optimally exploit their potential.

ABM is particularly effective when it comes to complex, consultative products with long sales cycles and multiple decision-makers – typical for many B2B markets. The focus is not only on a single contact but on the entire buying center within a company.

A successful ABM process begins with the selection of target accounts. Criteria such as company size, industry, revenue potential, or strategic importance play a role. Subsequently, tailor-made content and campaigns are developed – such as individual white papers, personalized landing pages, or exclusive events. Sales and marketing work closely together to deliver coordinated and relevant messages at the right time.

A key advantage of ABM is efficiency: resources are targeted at the most promising customers, which increases the success rate. Moreover, ABM strengthens customer loyalty as communication is precisely tailored to the needs and challenges of the respective company.

Technology also plays an important role – for example, through CRM systems, marketing automation, or personalization tools. Platforms like HubSpot or Salesforce offer special features for implementing ABM strategies.

Overall, ABM enables a deeper customer relationship, higher closing rates, and better ROI – provided it is strategically thought out and consistently implemented. In contrast to this is Customer/Contact Based Marketing (CBM).

ActiveCampaign

ActiveCampaign is a powerful platform for email marketing, marketing automation, and CRM (Customer Relationship Management) that has been specifically designed for small to medium-sized businesses. It enables targeted and personalized customer communication across various channels – all with a high level of automation and efficiency.

The core of ActiveCampaign lies in marketing automation. Users can create so-called automations using a visual editor – processes that are triggered automatically when certain conditions are met. For example, a customer who purchases a product can automatically receive a thank-you email, followed by a series of additional messages tailored to their behavior.

Another key feature is email marketing: With a variety of templates, drag-and-drop editors, and personalization options, professional newsletters and campaigns can be created quickly. The segmentation features ensure that content reaches the right recipients effectively.

Additionally, ActiveCampaign offers an integrated CRM system that supports sales processes and improves customer care. Contacts can be managed, prioritized, and assigned tasks depending on their status in the sales process. This allows sales teams to maintain oversight and respond effectively to leads.

ActiveCampaign is also particularly strong in integration with other tools: It can connect with hundreds of third-party platforms like Shopify, WordPress, Salesforce, or Zapier to optimize workflows.

In summary, ActiveCampaign is a versatile tool that unites marketing and sales on one platform. It helps businesses deepen customer relationships, automate processes, and achieve measurable results – all with the goal of sustainably improving the customer experience.



Add to Basket

"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.

Adobe Experience Manager

Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.

The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.

A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.

Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.

AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.

In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.

Alt Title

An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.

Amazon A+

Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.

Amazon A9

Amazon A9 – The Invisible Force Behind Search Results

Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.

The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.

A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.

Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.

Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.

Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.

Amazon Seller

Amazon Seller – The Independent Seller on Amazon's Marketplace

An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.

Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.

A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.

Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.

However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.

Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.

Amazon Vendor

Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.

AMS

AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.

Android

Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.

API

An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.

Art Director

An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.

Authentication

Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.

B

Backlinks

In digital marketing, backlinks are a central theme – especially in the area of search engine optimization (SEO). A backlink, also called a referrer, is a link from one website to another. In the eyes of search engines like Google, backlinks serve as a trust signal: The more high-quality pages link to a particular page, the more relevant it appears for certain search queries.

However, backlinks are much more than just a ranking factor. They influence visibility, traffic, and ultimately the economic success of a business on the Internet. In this article, we shed light on the role of backlinks in digital marketing, explain how they work, and present effective strategies to build a healthy link profile.

What are backlinks and why are they important?

Backlinks are external hyperlinks that refer from another domain to your own website. They can be roughly divided into two categories:

  • DoFollow Links: These pass what is called link juice, or "ranking power," to the linked page.

  • NoFollow Links: These signal to search engines not to follow the link – they do not directly influence rankings but can still bring traffic.

Search engines like Google use backlinks as part of their algorithm to assess the relevance and authority of a page. A page that is linked to by many reputable domains tends to rank higher in search results.

How search engines evaluate backlinks

Not every backlink is equally valuable. Search engines consider various factors to determine the quality of a backlink:

  1. Authority of the linking page

    Backlinks from established sites like news portals, universities, or government sites are considered particularly valuable.

  2. Relevance of the content

    A link from a thematically related website is significantly more valuable than a link from an irrelevant page.

  3. Anchor text of the link

    The anchor text – that is, the clickable text of a link – gives hints about the content of the target page. Keyword-relevant anchor texts are particularly effective but should be naturally embedded.

  4. Position of the link on the page

    Links that are embedded in the main content of a page are regarded as higher quality than those in the footer or sidebar.

  5. Naturalness of the link profile

    A naturally grown link profile with a mix of different types and sources of links appears authentic. Artificially created link structures or purchased links, on the other hand, can lead to penalties.

Strategies for building backlinks

1. Content marketing

Content is the foundation for sustainable link building. High-quality, useful, or entertaining content is linked to more often. Examples:

  • Infographics: Visually presented data is easily shareable.

  • Studies and statistics: Exclusive data provides high value.

  • Guides and tutorials: Practical content has a high chance of being linked.

2. Guest posts

Writing guest articles for other blogs or expert portals is a tried-and-true method. The article should be high quality and offer real benefits to the reader. The backlink typically occurs in the author profile or in the body text.

3. Broken link building

This involves identifying non-functioning links on other websites. You then offer the website operator a functioning, own resource as a replacement. This is helpful and increases the chances of a backlink.

4. Outreach & networking

Personal contacts and active networking with other website operators, bloggers, or journalists can also help generate backlinks. A personalized, friendly request is generally more successful than mass emails.

5. Directory entries and industry portals

Entries in relevant online directories or industry listings can also bring valuable backlinks – provided they come from reputable sources.

Black Hat vs. White Hat link building

In link building, there are two fundamental approaches:

  • White Hat: Sustainable, rule-compliant methods, such as creating high-quality content or acquiring links through natural linking.

  • Black Hat: Manipulative methods, such as purchasing links en masse, operating link farms, or using automated tools.

Search engines are becoming increasingly better at recognizing unnatural link patterns. The result: manual penalties, drastic ranking losses, or even the deindexing of the affected website.

Analyzing and monitoring backlinks

An effective link profile management is crucial for long-term SEO success. Tools like Ahrefs, SEMrush, Moz, or Google Search Console help analyze incoming links. You should pay attention to the following aspects:


  • Number of backlinks

  • Source of the links (domains/IPs)

  • Distribution of anchor texts

  • Identifying toxic links and possibly disavowing (through Google's Disavow Tool)

Pitfalls and common mistakes

Errors can easily occur during link building, leading to negative consequences:

  1. Links from low-quality pages

    Links from spam sites or untrustworthy domains often do more harm than good.

  2. Over-optimization of anchor texts

    An excessive use of keyword-rich anchor texts appears unnatural.

  3. Unnatural link spikes

    A sudden, massive increase in backlinks can trigger alarm bells with search engines.

  4. Neglecting link diversity

    A healthy mix of DoFollow/NoFollow, various link sources, and types of anchor texts is ideal.

Backlinks in the holistic digital marketing strategy

Backlinks should not be viewed in isolation, but rather integrated into a comprehensive marketing strategy. Combined with high-quality content, technical SEO, social media, and performance marketing, a strong digital presence is created.

Good content helps not only with link building but also with brand building, customer retention, and increasing reach. Backlinks can also bring targeted referral traffic – that is, visitors who arrive at a website through a link.

The future of backlinks in SEO

While Google continuously introduces new factors such as user experience, core web vitals, or AI-based assessments, backlinks still hold significant importance. However, quality is increasingly more important than quantity. The trend is clearly shifting towards thematically relevant, trustworthy, and naturally occurring backlinks.

Conclusion

Backlinks remain a decisive lever in digital marketing – especially in the area of SEO. They strengthen the visibility of a website, bring targeted traffic, and increase trust in a brand or company.

A sustainable link building approach is based on quality, relevance, and authenticity. Companies that invest long-term in high-quality content, good networking, and building a strong brand will also benefit from their backlink profile.

Big Idea

In digital marketing, the term "Big Idea" stands for more than just a good advertising message – it is the central creative concept that makes a brand or campaign unique, memorable, and effective. A successful Big Idea gives digital campaigns a common thread that runs through all touchpoints – from the advertisement to social media to the website or app.

In this article, we explore what a Big Idea means in digital marketing, how it is developed, what its strategic significance is, and how companies can successfully utilize it.

What is a Big Idea?

The Big Idea is the overarching, creative theme of a campaign. It succinctly conveys the brand message in a sharp, emotional, and easily understandable form. It is not just a slogan or visual – it is concept, attitude, and story at the same time.

Characteristics of a Big Idea:

  • Simple and clear: It is easy to understand and reduces a complex message to its essence.

  • Emotionally charged: It speaks to the feelings and values of the target audience.

  • Recognizable and consistent: It can be consistently conveyed across different channels and formats.

  • Inspiring and activating: It encourages action, such as purchasing, sharing, or reflecting.

  • Long-term viable: Ideally, it is suitable not just for a single campaign but can shape the brand for years.

Why is the Big Idea so important in digital marketing?

In the digital world, countless pieces of content compete for attention. Brands must spark interest within seconds. Without a strong guiding idea, campaigns get lost in randomness.

The Big Idea helps to…

  • stand out from the crowd,

  • build an emotional connection with the target audience,

  • create a consistent brand identity across all channels,

  • make campaigns focused and efficient,

  • be quickly recognized.

How does a Big Idea emerge?

The development of a Big Idea does not follow a rigid process, but it is usually based on four central steps:

  1. Market Analysis & Understanding of Target Audiences

The best creative idea is useless if it misses the target audience. Therefore, every development begins with a solid analysis:

  • Who is our target audience?

  • What needs, problems, or desires do they have?

  • What language do they speak – emotional, visual, cultural?

Competitors are also analyzed: What positioning already exists? Where might a possible differentiating feature lie?

2. Define Strategic Guidelines

Here, the strategic positioning of the brand is translated into a creative briefing. Central questions include:

  • What is our core message?

  • What central promise do we give to the customer?

  • What emotion or action do we want to trigger?

This step translates business goals into a creative direction.

3. Creative Idea Development (Ideation)

Now the creative process begins: Brainstorming, mood boards, storytelling approaches, wordplay, visual metaphors – anything goes. The important thing is that the idea emerges from the strategy and is not merely "creative for its own sake".

A good example: The Dove campaign "Real Beauty" is based on the strategic insight that many women feel pressured by unrealistic beauty ideals. The Big Idea: "Beauty is diverse and real" – an attitude that has touched millions worldwide.

4. Testing and Refining

Especially in digital marketing, ideas can be quickly validated. A/B tests, surveys, or focus groups help to check and optimize the resonance of the Big Idea. Important: A Big Idea is not a spontaneous flash of inspiration – it is the result of strategy, creativity, and testing.

Examples of Successful Big Ideas in Digital Marketing

1. Nike – "Just Do It"

One of the most well-known Big Ideas worldwide. Originally intended as a simple call to sport, today it is synonymous with self-overcoming, motivation, and willpower. Digitally, it has been continued with social campaigns, YouTube videos, and influencers.

2. Always – "Like a Girl"

This campaign exposes the prejudice that "like a girl" is something negative. The Big Idea: "We define what it means to be a girl" – strong, brave, and confident. Emotional, socially relevant, virally successful.

3. Apple – "Think Different"

This Big Idea runs through all Apple communication – including digital: Whether product presentations or storytelling on YouTube – Apple shows not only what technology can do but what it stands for: creativity, independence, progress.

Utilizing the Big Idea in Digital Channels

A Big Idea realizes its full impact when implemented uniformly across all channels but adapted to formats:

1. Social Media

Short, emotional, shareable – the Big Idea must translate into snippets, hashtags, stories, or reels. Here, the creative spin that fits the platform counts.

2. Websites and Landing Pages

Here, the idea is deepened. Visuals, headlines, texts, and interactive elements reference the guiding idea and lead to conversion.

3. Email Marketing

Personalized content based on the Big Idea promotes recognition and strengthens brand loyalty.

4. Paid Advertising (Display, Video, SEA)

Whether banner ad or pre-roll on YouTube – the Big Idea ensures that even short advertising materials stick in the mind.

5. Content Marketing

Blog posts, white papers, or podcasts provide depth and context to the idea. Ideal for building thought leadership.

Challenges in Developing a Big Idea

  • Too many stakeholders: Too many opinions can dilute the clarity of the idea.

  • Lacking strategic foundation: Without clear positioning, the creative idea becomes arbitrary.

  • Channel focus instead of brand focus: An idea that works only for TikTok but does not fit the brand is not a true Big Idea.

  • Fear of courage: Big ideas can sometimes be uncomfortable. Courage is a prerequisite for differentiation.

Conclusion: The Big Idea as the Heart of Digital Marketing

In digital marketing, it is no longer just about being visible – it is about being relevant. The Big Idea is the key to this. It succinctly articulates what a brand stands for, what makes it unique, and why it can touch people.

A strong Big Idea …

  • strengthens brand identity,

  • increases emotional brand attachment,

  • enhances campaign effectiveness,

  • creates recognition across platforms,

  • and makes a brand digitally "experiential".

It is not an end in itself but a strategic tool in the fight for attention and significance. In a world where content is swiped, clicked, or ignored within milliseconds, the Big Idea is not just helpful – it is crucial.

Image/Video

In a world where users are confronted with thousands of pieces of information daily, visual communication is becoming increasingly important. Images and videos are now among the most essential tools in digital marketing. They allow companies to evoke emotions, convey complex content clearly, and build a strong brand identity. This article highlights the role of image and video content in digital marketing, their impact, application fields, strategies, as well as challenges and trends.

1. Why visual content is so important

Visual content has significant advantages over plain text:

  • Attention: Images and videos capture attention faster than text. In social media, milliseconds determine whether a post is noticed.

  • Comprehensibility: Complex issues can often be better explained visually, e.g., with an explanatory video or an infographic.

  • Emotional appeal: Images and videos evoke emotions – a prerequisite for messages to stick.

  • Sharing and engagement: Visual content is shared, liked, and commented on much more frequently in social networks than plain text posts.

  • Brand identity: Visual storytelling helps convey brand values and messages and creates recognition.

2. Applications for image and video material in digital marketing

The possibilities for using visual content are diverse. Here is an overview of central application fields:

a) Social Media Marketing

On platforms such as Instagram, Facebook, TikTok, or LinkedIn, images and videos are the central means of communication. Short, engaging clips (“Short Form Video”) dominate the feed, and visual trends like Reels or Stories shape the interaction with the target audience.

b) Content Marketing

Whether in a blog, newsletter, or on the website: images and videos increase reading time, illustrate content, and improve user experience. Particularly popular are:

  • Explanatory videos

  • Tutorials

  • Interviews

  • Behind-the-scenes material

c) E-Commerce

Product images and videos significantly influence purchase decisions. Customers want to experience products in as realistic a way as possible; hence:

  • 360° views

  • Product demonstrations

  • Application videos

  • User-generated content

are strong sales drivers.

d) Advertising (Paid Ads)

Visual ads on Google, YouTube, Facebook, or Instagram achieve higher click rates than plain text ads. Moving images, especially in the form of Video Ads, are increasingly preferred because they convey more information in less time.

e) Email Marketing

In email marketing, images and GIFs also increase attention and click rates. Especially embedded videos (or at least thumbnails with links) improve performance.

3. Strategies for successful use

The use of images and videos should not be arbitrary. A well-thought-out content strategy is crucial:

a) Target audience analysis

Which formats, visual styles, or video lengths appeal to the target audience? A young audience on TikTok reacts differently than B2B clients on LinkedIn.

b) Storytelling

Good visual content tells a story. Whether in an Instagram post or a YouTube spot – storytelling makes the difference between information and emotion.

c) Consistency in brand image

Colors, fonts, image styles, music, and tone should match the brand. A consistent visual language strengthens branding and creates recognition.

d) Mobile First

Since most content is consumed via mobile devices, images and videos must be optimized for small screens – both technically and aesthetically.

e) SEO for images and videos

Visual content can also contribute to visibility in search engines:

  • Alt texts for images

  • Video descriptions and tags on YouTube

  • Transcripts for videos on websites

  • Structured data for better indexing

4. Success factors for visual marketing

For image and video content to reach their full potential, the following factors should be considered:


  • High quality: Blurry or poorly produced content damages brand perception.

  • Relevance: Content must fit the target audience, the channel, and the message.

  • Authenticity: Especially on social media, genuine, spontaneous content often performs better than highly polished advertising videos.

  • Call to Action (CTA): A clear call to action at the end of a video or in the image description increases conversion.

  • Duration: Depending on the platform, the video length should be adjusted (e.g., under 60 seconds on Instagram, longer on YouTube).

5. Challenges and pitfalls

Despite all the advantages, there are also hurdles when dealing with image and video material:

a) Copyrights

The use of third-party images and videos without a license is illegal. Companies should only use their own content or royalty-free media.

b) High production costs

Professional video productions can be expensive and time-consuming. However, solutions like smartphone videos or simple animation tools offer cost-effective alternatives.

c) Algorithm dependency

The success of visual content heavily depends on the platforms' algorithms. What works today may lose reach tomorrow.

d) Accessibility

Not all users can consume visual content equally. Subtitles, audio descriptions, and alternative texts improve accessibility for all.

6. Trends in visual marketing

The field is rapidly evolving. Current trends show where the journey is headed:

a) Short videos & Reels

TikTok, Instagram Reels, and YouTube Shorts show: Short, entertaining videos are the new standard format – especially for young audiences.

b) Livestreams

Live videos create closeness, interaction, and authenticity. They are suitable for product presentations, Q&As, or event coverage.

c) Interactive videos

Increasingly, videos are enriched with clickable elements, polls, or branching decision trees – for more engagement and personalization.

d) Augmented Reality (AR)

Virtual fittings, product placements in space, or filters – AR offers new possibilities for visual brand communication.

e) Artificial Intelligence

AI can assist in video creation, image editing, personalization, and even content generation. Tools like AI-generated speakers or deepfake avatars are increasingly being used.

Conclusion

Images and videos can no longer be imagined without digital marketing. They increase attention, boost interaction, convey messages emotionally, and enhance brand loyalty. However, the key to success lies not only in creativity but also in strategy, understanding the target audience, and technical implementation.

Brands that purposefully use visual storytelling and keep pace with current trends gain a clear advantage in the competition for attention, trust, and conversion.

Buy One Get One Free

BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.

Brainstorming

Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.

Brandbook

Brands are much more than logos or names. They are emotional points of identification, anchors of trust, and distinguishing features in competition. However, for a brand to be perceived consistently, credibly, and recognizably, it requires clear guidelines – the Brandbook. In marketing, the Brandbook (also known as Brand Manual, Brand Handbook, or Styleguide) is a central tool for brand management. It ensures that all internal and external stakeholders understand, design, and communicate the brand in a uniform manner.

What is a Brandbook?

A Brandbook is a comprehensive document that describes the identity, values, rules, and visual elements of a brand. It defines how a brand looks, how it speaks, and how it behaves – across all channels, platforms, and touchpoints. It is aimed at marketing departments, design teams, agencies, distribution partners, and anyone who works with the brand.

The goal is to ensure a consistent brand perception – regardless of who communicates or where communication takes place.

Why is a Brandbook important?

1. Consistency in brand communication

Brands are perceived strongly when they are consistent. A Brandbook prevents inconsistent appearances, incorrect colors, differing tonalities, or misleading messages.

2. Efficiency and clarity

Teams save time and effort because they do not have to start from scratch every time. The Brandbook serves as a reference guide for design, communication, and marketing questions.

3. Professional external appearance

A uniform appearance looks professional, strengthens trust, and increases recognition.

4. Protecting brand identity

The Brandbook protects the brand from being diluted or misrepresented – especially important in franchise systems, partner networks, or international markets.

Contents of a Brandbook

A good Brandbook consists of several parts that cover both the strategic and visual dimensions of the brand. The contents may vary depending on the company but typically include the following chapters:

1. Brand core and positioning

  • Mission: Why does the brand exist? What purpose does it serve?

  • Vision: Where does the brand want to go in the long term?

  • Values: What does the brand believe in? What is important to it?

  • Target groups: Who are the most important customer groups?

  • Brand promise: What does the brand offer to the customer?

  • Competitive advantage (USP): What makes the brand unique?

Example: “Our brand stands for sustainable, stylish fashion at fair prices – for people who want to dress consciously and modernly.”

2. Brand language and tonality

  • Claim / Slogan: A concise expression of the brand promise.

  • Tonality Guide: How does the brand speak? Casual or formal? Emotional or factual?

  • Wording: Which terms and formulations are preferred? Which should be avoided?

Example: “We address our customers directly and kindly - without jargon, but with style and attitude.”

3. Logo guidelines

  • Logo variants: Main logo, sub-logos, monograms.

  • Sizes, spacings, placements: How much space does the logo need?

  • Color variants: When is which logo (colored, black/white, inverted) used?

  • Don’ts: What is prohibited in usage? (e.g., distorting, new colors, inappropriate backgrounds)

4. Color world (Corporate Colors)

  • Primary colors: The main colors of the brand (including color values: RGB, CMYK, HEX, Pantone).

  • Secondary colors: Complementary colors for accentuation.

  • Color contrasts and combinations: Which colors may appear together?

Example: “Our blue symbolizes trust and technology. It must not be altered or replaced with similar shades of blue.”

5. Typography (Corporate Fonts)

  • Main font: e.g., for headlines.

  • Body text font: For long texts.

  • Backup font: For office applications or when the main font is not available.

  • Font style rules: Bold, italic, uppercase, etc.

6. Visual language and visual elements

  • Image style: Authentic, documentary, staged, emotional?

  • Image motives: People, products, environments.

  • Illustrations, icons, graphics: Which styles are allowed?

  • Rules for image editing: e.g., filters, colors, composition.

Example: “Our photos show real situations and people – no staged stock photos.”

7. Application examples

  • Business cards, letterhead, email signatures

  • Social media templates

  • Presentations, brochures, promotional materials

  • Web design and app design

These examples show how the brand should look and feel in practice.

Brandbook vs. Styleguide – the difference

The terms Brandbook and Styleguide are often used interchangeably, but they differ in scope:

  • Styleguide: Typically focuses on visual and design rules (logo, colors, typography).

  • Brandbook: Additionally encompasses brand strategy, tonality, vision, values – thus also the content-strategic dimension.

A Brandbook is therefore more comprehensive than a purely visual Styleguide.

Digital Brandbook

More and more companies are relying on digital brand portals that are available online. Advantages:

  • Always up to date

  • Easy to share with partners or agencies

  • Interactive examples, downloads, and templates integrated

Examples of platforms: Frontify, Bynder, Brandfolder, Canva Brand Hub.

Best practices for a strong Brandbook

  1. User-friendliness: Clearly structured, logically organized, with a table of contents and search function.

  2. Brevity and clarity: No novels, but concise statements with many examples.

  3. Visualization: Many screenshots, templates, and “Do’s & Don’ts”.

  4. Accessibility: All relevant individuals should be able to access it easily.

  5. Regular updates: Brands evolve – the Brandbook should grow with them.

Benefits of a Brandbook at a glance

Benefit

Description

Uniform appearance

Consistent and professional across all channels

Time savings

Clearly defined rules avoid constant questioning

Quality assurance

Prevention of misinterpretations

Efficient collaboration

External partners (e.g., agencies) can start immediately

Stronger brand identity

Clear vision and values strengthen the internal and external brand image

Conclusion

A Brandbook is much more than a design manual – it is the cultural and visual blueprint of a brand. It unites strategy and design, identity and expression. Having a well-thought-out Brandbook not only ensures a consistent brand presence but also fosters emotional attachment to the brand – both internally and externally.

Especially in times of digital omnipresence, fragmented touchpoints, and global brand management, a strong, clearly documented Brandbook is indispensable. It distills brand identity into a clear essence – making it tangible and actionable for everyone.

Bullet Points

Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.

C

CMS

In the digital world, it is essential for companies, organizations, and individuals to manage and publish their content efficiently. This is where Content Management Systems (CMS) come into play. They enable the creation, maintenance, and continuous updating of websites, blogs, shops, and other digital platforms without deep programming knowledge.

1. What is a CMS?

A Content Management System (CMS) is a software solution that allows the creation, organization, editing, and publication of digital content – primarily for websites. The great advantage: the separation of content and technology (code). This allows editors to edit content without having to deal with HTML, CSS, or database connections.

A CMS typically consists of two areas:

  • Frontend: The part of the website that visitors see.

  • Backend: The management interface for editors and administrators.

2. How does a CMS work?

A CMS is modularly built and usually based on server-side programming (e.g., PHP, Python, Java) in combination with a database (e.g., MySQL or PostgreSQL). Content such as texts, images, or videos is stored in the database and dynamically displayed in the frontend via templates.

Typical procedure:

  1. An editor creates a new post via the backend.

  2. The content is stored in the database.

  3. When the website is accessed, the content is displayed via the template design.

  4. Users see the content in the frontend without noticing the underlying technology.

3. Advantages of CMS systems

a) User-friendliness

Even without programming knowledge, content can be edited, pages created, or media uploaded. This significantly lowers the entry barrier.

b) Time savings

Thanks to WYSIWYG editors (“What You See Is What You Get”) and drag-and-drop functions, content can be quickly adjusted.

c) Flexibility

With plugins and extensions, CMS systems can be adapted almost endlessly – from SEO optimization to e-commerce.

d) Multi-user capability

Multiple people can work on content simultaneously, with differentiated roles and rights.

e) Scalability

From a simple blog to a complex corporate site – CMS grow with the requirements.

4. Known CMS systems in comparison

There is a wide variety of CMS systems with different focuses. Here is an overview of the most well-known:

CMS

Description

Target Group

WordPress

Market leader, versatile, huge community and plugin selection

Blogs, SMEs, agencies

Typo3

Very flexible, complex structure, particularly widespread in the DACH region

Large companies, authorities

Joomla!

Middle ground between WordPress and Typo3

Clubs, mid-sized companies

Drupal

Very powerful but technically demanding

Developers, large projects

Contao

Privacy-friendly, structured, ideal for GDPR-compliant websites

Agencies, institutions

Shopware, Magento

Specialized CMS for e-commerce

Online shops

Webflow, Wix, Squarespace

Cloud-based CMS with a focus on design and simplicity

Designers, freelancers, startups

5. Areas of application for CMS

a) Corporate websites

Corporate sites are usually realized with CMS, as they require regular maintenance and involve many stakeholders.

b) Blogs and news portals

Editorial systems for journalistic content almost always rely on CMS.

c) E-commerce

Many online shops use specialized CMS like Shopware, WooCommerce (for WordPress), or Magento.

d) Intranets

Internal platforms for employee communication or knowledge management can also be implemented with CMS.

e) Campaign and event pages

Thanks to quick implementation, they are ideal for time-limited projects or landing pages.

6. CMS in digital marketing

In online marketing, the CMS plays a central role:

a) SEO-friendliness

CMS offer functions for optimizing meta tags, URLs, loading times, mobile design, and structured data – essential for search engine rankings.

b) Content marketing

A CMS allows continuous publishing and updating of content such as blog articles, infographics, or videos.

c) Conversion optimization

Forms, call-to-actions, A/B tests, or dynamic content can be specifically integrated and adjusted.

d) Tracking & analysis

Integrated interfaces to tools like Google Analytics, Matomo, or Facebook Pixel make user behavior measurable.

7. Headless CMS – the modern approach

In addition to traditional CMS, there are increasingly headless CMS like Strapi, Contentful, or Sanity. These fully separate content from presentation.

Advantages:

  • Content can be delivered across channels (website, app, smartwatch)

  • More control over the frontend by developers

  • Ideal for complex, multilingual projects

Disadvantage: Technically demanding and less accessible for editors without a developer team.

8. Security with CMS

Since CMS systems are often targets of cyberattacks, they must be regularly maintained:

  • Updates for core, plugins, and themes

  • Secure passwords and user management

  • SSL certificates and firewalls

  • Backup strategies

Many security vulnerabilities arise from outdated or poorly maintained installations.

9. Challenges in CMS projects

a) Overloading due to plugins

Too many extensions can lead to conflicts, security vulnerabilities, and slow loading times.

b) Dependence on the system

Once made CMS decisions are difficult to revise. A later switch can be expensive.

c) Technical know-how

Despite user-friendliness, maintenance, hosting, security, and performance are often not realizable without expert knowledge.

10. Conclusion

Content Management Systems are the backbone of modern web presences. They allow for efficient and flexible content management, implementation of marketing strategies, and dynamic digital communication. Whether WordPress for a blog, Typo3 for a corporate website, or a headless CMS for an app – the choice of the right system depends on goals, resources, and user requirements.

In the long term, companies that rely on a well-maintained, securely set up, and strategically integrated CMS will benefit. For in the digital age, the ability to deliver content quickly, purposefully, and professionally is a decisive success factor.

Community Management

In a digitally connected world, where customers not only consume but also actively participate in brand communication, community management plays a central role in digital marketing. It is much more than simply responding to comments or moderating discussions – it is the art of listening, responding, and building sustainable relationships with a digital audience.

Professional community management can strengthen customer loyalty, increase brand loyalty, provide valuable feedback, and even contribute to product development. In this article, you will learn what community management is, why it is so important, which strategies have proven effective, and how to successfully integrate it into your digital marketing strategy.

1. What is Community Management?

Community management refers to the creation, maintenance, and governance of online communities around a brand, product, or company. It encompasses all measures that contribute to creating and nurturing an active, loyal, and engaged fanbase.

Community management typically takes place on platforms such as:

  • Instagram, Facebook, TikTok, LinkedIn, X (Twitter)

  • YouTube comments

  • Forums, groups, and Discord servers

  • Blogs or brand websites

Everywhere people publicly or semi-publicly interact with each other and with a brand.

2. Goals of Community Management

Community management pursues both short-term and long-term goals:

  • Strengthening customer loyalty and satisfaction

  • Promoting brand loyalty and word of mouth

  • Building reputation and crisis prevention

  • Generating User Generated Content (UGC)

  • Direct feedback for optimizing products and services

  • Improving the algorithm through high engagement rates

3. Responsibilities of a Community Manager

A community manager is the voice of the brand externally – and at the same time the ear internally. The main responsibilities include:

a) Moderation and Interaction

  • Responding to comments, messages, and mentions

  • Guiding discussions and intervening if necessary

  • Identifying and removing trolls, spam, and toxic behavior

b) Monitoring

  • Monitoring brand mentions online (social listening)

  • Recognizing trends, criticism, or praise

  • Reacting early to potential shitstorms or conflicts

c) Building Relationships

  • Maintaining contact with multipliers, influencers, and power users

  • Appreciating community members, e.g., through comments or features

d) Collecting Content Ideas

  • Deriving ideas for posts, products, or campaigns from feedback and comments

e) Reporting

  • Analyzing engagement rates, response times, and sentiment

  • Creating reports for marketing, product development, or PR

4. Strategies for Successful Community Management

1. Speed Matters

People expect timely responses today – especially for complaints. A response within a few hours (or even minutes) shows appreciation and competence.

2. Tonality: Human and Brand-Consistent

The language of the community should be authentic, relatable, but also brand-appropriate. Depending on the target audience, the use of "you" or "formal you," humor or seriousness may be appropriate.

3. Transparency and Honesty

Publicly admitting mistakes or addressing criticism factually helps to build trust. Communities appreciate openness.

4. Involving the Community

Asking questions, conducting surveys, sharing content, highlighting users – this way, the community becomes part of the brand.

5. Proactive Actions

Not just react, but also proactively set topics: Provide discussion prompts, start stories, moderate live streams, or initiate challenges.

5. Tools and Technologies in Community Management

Various tools are available to support and increase efficiency:

  • Social Media Management Tools: e.g., Hootsuite, Sprout Social, Buffer, Swat.io

  • Monitoring Tools: e.g., Brandwatch, Talkwalker, Mention, Meltwater

  • CRM Integration: Connection with customer data for better personalization

  • Chatbots: For automated standard responses (e.g., to frequently asked questions)

These tools help to reduce response times, maintain an overview, and analyze sentiments.

6. Examples of Successful Community Management

Example 1: 

Deutsche Bahn on Twitter/X

Through humorous, quick, and still informative responses, DB has built a strong online personality – despite (or precisely because of) the often-critical community.

Example 2: 

About You

Through constant interaction on Instagram Stories, incorporating influencers, and personalized responses to comments, the company specifically strengthens its connection with Gen Z.

Example 3: IKEA

With a mix of product advice, creative input, and real listening, IKEA successfully nurtures its community across various platforms – from customer service to inspiration.

7. Challenges in Community Management

❌ Shitstorms and Criticism

Those who are visible are also attacked – especially on social media. Community managers must respond diplomatically, calmly, and solution-oriented.

❌ Lack of Resources

Many companies underestimate the effort required. A large community requires daily maintenance – ideally with trained personnel and clear processes.

❌ Negative Dynamics

Toxic discussion cultures, hate speech, or spam require clear rules (netiquette) and consistent moderation.

8. Community Management and Brand Building

Community management is a direct component of brand identity. The way a company presents itself on social media sometimes speaks louder than any advertising campaign.

A consistent appearance strengthens:

  • Brand Affinity

  • Trust

  • Recognizability

  • Loyalty

Furthermore, a strong community can become a mouthpiece itself: through recommendations, shares, and discussions – effectively serving as free multiplier marketing.

9. Measuring Success

Important KPIs in community management include:

  • Engagement Rate: likes, comments, shares

  • Response Time & Rate

  • Sentiment Analysis: mood of the interactions

  • Community Growth

  • Number of Returning Users

  • User Generated Content (UGC)

These metrics help regularly evaluate and optimize the quality of the relationship with the community.

10. Conclusion: The Community is More Than Just an Audience

Community management is not a "nice-to-have," but a strategically valuable component of digital marketing. It is not just about reacting to comments, but about building real, lasting relationships.

If done correctly, the community becomes a brand ambassador, source of innovation, and customer retention measure all in one. Companies that take their target audiences seriously, listen to them, and communicate on equal footing will secure long-term relevance, trust, and loyalty in the digital space.

Community Manager

A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.

Consent Manager (CMP)

A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.

When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.

CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.

CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.

Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.

Content Manager

A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.

Conversion

Conversion in Marketing – From Prospect to Customer

The term conversion in marketing refers to the desired action of a user, which ideally turns them from a prospect into a customer. This does not always have to be a purchase – filling out a form, subscribing to a newsletter, or downloading a white paper also count as conversions. The key point is: A conversion advances the user one step further in the customer journey.

The conversion rate (CR) measures the percentage of visitors who perform such a desired action, relative to the total number of visitors. It is a central KPI (Key Performance Indicator) for assessing the efficiency of marketing measures – whether on websites, in email campaigns, or in online stores.

Example: If an online store has 1,000 visitors a day and 30 of them make a purchase, the conversion rate is 3 %.

The goal in marketing is to increase this rate through targeted measures. These include:

  • Optimization of User Experience (UX)

  • Clear Call-to-Actions (CTAs)

  • Trust-Building Elements such as customer reviews or quality seals

  • Personalized Content and Offers

  • Fast Loading Times and Mobile Optimization

  • Targeted A/B Testing to compare variants

In performance marketing, a distinction is often made between micro-conversions (e.g., clicks, downloads) and macro-conversions (e.g., purchases, contract signings). Both are important for measuring success throughout the entire customer journey.

Conclusion: Conversion is the goal of every marketing activity. Those who address users purposefully, eliminate barriers, and provide clear added value increase the likelihood that visitors become paying customers – thus sustainably improving the return on investment (ROI).

Cookies

Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.

Core Values

Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.

CRM and CDP

In digital marketing, the ability to recognize and meet customer needs precisely is crucial for sustainable success. Data plays a central role in this – especially when it comes to personalized communication, long-term customer loyalty, and the optimization of customer journeys. Two systems are particularly relevant: the classic CRM (Customer Relationship Management) and the modern CDP (Customer Data Platform).

Although both work with customer data, they differ fundamentally in structure, purpose, and applications. In this article, we take a close look at both systems, compare their functions, and show how they effectively work together in digital marketing.

1. What is a CRM system?

CRM (Customer Relationship Management) is a software solution for managing customer relationships. It helps companies collect, organize, and utilize information about existing and potential customers to improve communication and optimize the sales process.

The key functions of a CRM:

  • Contact management (names, email addresses, phone numbers)

  • History of interactions (emails, meetings, calls)

  • Lead and opportunity management

  • Task and appointment coordination

  • Sales and revenue reports

  • Segmentation of customers

  • Automated email workflows

CRM systems like Salesforce, HubSpot, Zoho, Microsoft Dynamics, or Pipedrive are particularly common in sales and customer service.

2. What is a CDP (Customer Data Platform)?

A CDP is a centralized platform that collects, unifies, and provides customer data from various sources in real-time to create a complete, consistent customer profile (“Single Customer View”). Unlike the CRM, a CDP is primarily designed for marketing purposes – especially for cross-channel personalization and automation.

Functions of a CDP:

  • Data collection from various channels (website, apps, CRM, e-commerce, support, etc.)

  • Unification and cleansing of datasets

  • Creation of individual, dynamic customer profiles

  • Real-time segmentation and updating

  • Integration with external marketing tools (e.g., email, ads, push)

  • Data protection-compliant storage and use of data

Well-known CDP providers include Segment, Tealium, Bloomreach, mParticle, Salesforce CDP, and also HubSpot under certain conditions.

3. The differences between CRM and CDP

Feature

CRM

CDP

Main focus

Management of customer relationships (primarily sales)

Central collection and use of customer data (primarily marketing)

Data sources

Manual entries, email, sales tools

All digital touchpoints: web, app, ads, email, CRM, PoS

Data types

Structured data (name, purchase history)

Structured & unstructured data (behavior, clicks, events)

Target groups

Sales teams, customer service

Marketing teams, data analysts

Real-time availability

Mostly limited

Real-time profiles and segmentations

Integration

Limited data input

Broad API connections, flexible data integration

Personalization

Rather static

Dynamic, cross-channel

4. Why does modern marketing need both?

In the past, a CRM was often sufficient to manage the most important customer relationships. However, in the digital age, users interact on many channels simultaneously – e.g., via social media, websites, apps, emails, or even voice assistants. CRM systems quickly reach their limits here.

The CDP complements the CRM by bringing together customer data across channels and making it usable in real-time. Together, they form the basis for data-driven, highly personalized marketing.

5. Applications in digital marketing

a) Personalized communication

Thanks to the CDP, individual user profiles can be created – for example, based on purchasing behavior, click paths, or product interests. This information flows into personalized newsletters, product recommendations, or advertising campaigns.

Example:

A customer shows multiple interests in running shoes on the website – in the next email newsletter, relevant models and discounts are specifically presented.

b) Omnichannel marketing

CDPs enable a seamless customer journey across various channels. An action in the webshop can immediately trigger a reaction in the app or the email system.

Example:

Abandoned cart → reminder email after 15 minutes → retargeting ad on Instagram after 24 hours.

c) Lead scoring and nurturing

In the CRM, leads are classified by maturity level and linked to concrete actions (e.g., callback by sales). The CDP can refine this scoring with real-time behavior.

d) Automation of campaigns

A CDP feeds automated marketing workflows: welcome journeys, reactivation campaigns, cross-selling – all based on current user behavior.

e) Data-driven decision-making

Marketing teams can conduct A/B tests, analyze target groups, and in real-time recognize which segments respond best to specific campaigns.

6. Challenges and success factors

Challenges:

  • Data silos: When CRM, e-commerce, support, and marketing are not interconnected, data quality suffers.

  • GDPR & data protection: Customer data may only be used with consent. Transparent consents, data minimization, and deletion concepts are mandatory.

  • Technical complexity: Implementing a CDP is complex and requires strategic planning and IT resources.

  • Cross-team collaboration: CRM is often located in sales, CDP in marketing – collaboration is needed here.

Success factors:

Clear data strategy: What data is collected? For what purpose? Who has access?

Transparency towards customers: Data protection compliant and traceable

Integrations: A good CDP can connect with CRM, CMS, shop systems, and analytics tools

Customer centricity: The individual is at the center – not the tool.

7. Practical examples of CRM & CDP in use

► E-commerce providers

  • CRM stores customer data, orders, customer service tickets.

  • CDP links website behavior, cart abandonments, and open rates.

    → Result: Highly personalized product recommendations + targeted retargeting.

► Insurance companies

  • CRM manages existing contracts, consultations, contacts.

  • CDP analyzes web visits, offer calculator usage, campaign responses.

    → Result: Trigger-based advisory emails + individualized offer designs.

► B2B SaaS providers

  • CRM tracks leads in the sales funnel.

  • CDP recognizes which content is being consumed on the website.

    → Result: Sales support with personalized use cases for potential customers.

8. The future: Unified Customer Data Experience

The trend clearly points towards a holistic, data-driven marketing approach, where CRM and CDP are seen not as competitors, but as two sides of the same coin.

In the future, there will be an even stronger focus on:

  • Real-time personalization

  • Predictive analytics

  • AI-based recommendations

  • Consent management and data ethics

Everything will revolve around – all based on an intelligent connection of CRM and CDP data.

Conclusion: CRM & CDP – unbeatable together

CRM and CDP are central building blocks of digital marketing. The CRM ensures long-term, trustworthy relationships with existing customers. The CDP provides the technological foundation for cross-channel, data-driven, and real-time action.

Companies that sensibly link both systems benefit from:

  • Higher customer retention

  • Better campaign performance

  • More efficient targeting

  • Stronger personalization

CRM is the memory of the customer relationship – the CDP is the engine for dynamic, data-driven marketing.

CRO

CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.

CTA

Call-to-Action – a call to click (to take action by the user) on a website or app.

Customer Journey

The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.

Customer-Based Marketing (CBM)

Customer-Based Marketing (CBM) is a marketing approach that consistently places the customer at the center of all strategies and actions. Unlike product- or brand-oriented approaches, CBM fully aligns with the needs, expectations, and behavior of existing and potential customers. The goal is to build long-term, value-creating customer relationships and to maximize the Customer Lifetime Value (CLV).

At the core of CBM is the analysis of customer data. Companies no longer segment their target groups solely based on demographic criteria, but rather on behavioral data, preferences, purchase history, and interactions. This allows for the creation of more precise customer profiles, which serve as the basis for personalized marketing measures – whether through targeted email campaigns, individualized offers, or dynamic website content.

CBM is particularly supported by modern technologies such as CRM systems, marketing automation, data analytics, and artificial intelligence. These enable the collection, evaluation, and derivation of concrete action strategies from large amounts of customer data. Platforms like HubSpot, Salesforce, or Adobe Experience Cloud provide comprehensive solutions for implementing customer-based marketing.

A major advantage of CBM is the higher relevance of marketing communication: customers receive content that is truly tailored to their interests and needs. This increases the likelihood of conversions, strengthens customer loyalty, and reduces wastage in outreach. Additionally, CBM supports the transition from one-time sales to continuous customer relationships.

Ultimately, CBM is not just a marketing concept but a holistic mindset that encompasses all areas of the company – from sales to customer service to product development. In contrast, there is Account Based Marketing (ABM).

CXO

A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.

D

DAM System

Digital Asset Management – Efficient Management of Digital Content

Digital Asset Management (DAM) refers to systems and processes for the central management, organization, and distribution of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitization and growing media volumes, a professional DAM system is becoming increasingly important for companies.

A central goal of DAM is to make digital content efficiently searchable and usable. Instead of searching for files scattered across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, allowing them to be found and used correctly within seconds.

Typical functions of a modern Digital Asset Management system include versioning of files, rights and approval management, search functionalities, integration into existing workflows, and distribution options for different channels. Marketing and creative teams particularly benefit, as campaign materials, brand assets, or product photos are available in a uniform and controlled manner.

In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. Brand perception is also strengthened, as only the most current and approved materials are used.

Whether small businesses or international corporations – a well-implemented Digital Asset Management System creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.

Dark Posts

In the world of digital marketing, personalization is key. Those who want to effectively and specifically address potential customers need tailored content. One method that has gained significant importance in this context is known as Dark Posts. The term sounds mysterious – but behind it lies a powerful tool in social media advertising that offers advertisers maximum flexibility and audience targeting.

In this article, you will learn what Dark Posts are, how they work, what advantages and risks they bring – and how to incorporate them into your digital marketing strategy.

1. What are Dark Posts?

Dark Posts are paid posts (ads) in social networks – especially on platforms such as Facebook, Instagram, LinkedIn, or X (formerly Twitter) – that do not appear organically on the brand's profile. They are invisible to the general public, except for the target audience to whom they are explicitly delivered.

Example:

A company runs three different ads with slightly different text – each aimed at men, women, and a younger audience. These posts do not appear in the public profile but only as specific advertisements in the feeds of the respective target groups.

2. Differences from regular social media posts


Criterion

Organic Post

Dark Post (Ad)

Visibility

Publicly visible on profile

Visible only to target audience

Placement

Feed / Timeline / Profile

Only in target audience's Feed/Stories

Interactions

Publicly visible

Visible only within the ad

Audience Targeting

No or limited options

Very targeted targeting options

Analysis & Optimization

Limited

Complete performance analysis possible

3. Use Cases for Dark Posts

Dark Posts are particularly useful when it comes to audience-specific communication, A/B testing, or specialized campaigns.

a) A/B Testing of Advertising Content

With Dark Posts, companies can test different versions of a text, image, or call-to-action – without overloading the feed with similar posts.

b) Personalized Addressing

With tailored content for different audiences (e.g., men/women, age groups, interests), conversion rates can be increased.

c) Regional Advertising

A restaurant or a local shop can target advertisements for people in a specific radius – without the entire community being aware of it.

d) Retargeting Campaigns

Users who, for example, visited a specific product page but did not make a purchase can be targeted again through Dark Posts.

e) Seasonal or Temporary Offers

Promotions, sales, or events that are only to be advertised for a short time are ideal for Dark Posts.

4. Advantages of Dark Posts

✅ Precise Targeting

Dark Posts allow for extremely fine-grained audience control – by age, gender, interests, location, behavior, and more.

✅ No Feed Chaos

Since posts do not appear on the public profile, many variations can be tested simultaneously without disturbing the brand image in the feed.

✅ Higher Relevance

Personalized ads appear more relevant and increase the engagement rate, leading to better results at lower costs.

✅ Discrete Communication

If someone wants to communicate sensitive offers, exclusive discounts, or limited content only to specific groups, this can be done without public insight.

✅ Easy Evaluation and Optimization

With detailed performance analysis, ads can be quickly and data-driven optimized.

5. Risks and Disadvantages of Dark Posts

⚠️ Lack of Transparency

Since Dark Posts are not publicly visible, they can be badly controlled from the outside. This theoretically leaves room for misleading or manipulative content.

⚠️ Different Messages

When different target groups receive different statements, there is a risk of inconsistencies in brand communication.

⚠️ Labor-Intensive Content Process

Creating multiple variations for different target groups requires more planning, writing, and design resources.

⚠️ Dependence on Platform Algorithms

Like any paid social media strategy, Dark Posts depend on the rules and algorithms of the platform – a change can have significant impacts.

6. How to Create Dark Posts?

Example: Dark Posts on Facebook and Instagram

The creation does not occur directly through the platform app but through the Meta Business Manager.

Steps:

  1. Go to the Facebook Ads Manager.

  2. Select the desired campaign type (e.g., conversions, reach, leads).

  3. Set the target audience, budget, and placements.

  4. Under "Advertisements," you then create the actual Dark Post (with text, image, video, link, etc.).

  5. Important: Do not use as an existing post, but create a new advertisement.

  6. After publication, the post is visible only to the target audience – not on the Facebook/Instagram page.

Optionally, you can conduct previews and tests in the "Creative Hub" beforehand.

7. Practical Example: Dark Post Campaign for an E-Commerce Company

An online fashion store is planning a discount campaign:

  • Target Group A: Women aged 18–30 → Casual look with influencer content

  • Target Group B: Men aged 25–40 → Classic looks with strong visual branding

  • Target Group C: Previous customers → Exclusive 20%-discount

Instead of posting three posts on the public profile, the company uses three different Dark Posts tailored to each group – with individual language, image selection, and call-to-action.

Result:

  • Higher relevance

  • Less wastage

  • Better CTR and conversions

  • No redundancy in the main feed

8. Legal & Ethics

Dark Posts must comply with legal requirements despite their invisibility:

  • Labeling Obligation: Advertising must also be recognizable as such.

  • Data Protection: Targeting options must not be discriminatory or violate data protection regulations.

  • Transparency: Platforms like Facebook now offer a degree of insight into ongoing advertisements via the “Page Info” function – making Dark Posts a bit "less dark".

9. Conclusion: Dark Posts as a Precise Tool in the Marketing Mix

Dark Posts offer enormous advantages in digital marketing – especially when it comes to targeted communication, A/B testing, retargeting, or temporary campaigns. They help minimize wastage, personalize messages, and specifically improve ad performance.

However, companies should use them thoughtfully and strategically. Too much fragmentation of the message or lack of consistency in branding can be counterproductive.

When applied correctly, Dark Posts are a highly effective tool to score with relevant content at the right time and place in the fiercely competitive digital advertising market.

DeepL

DeepL – Intelligent Translations with AI

DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.

The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.

DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.

Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.

For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.

Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.

Demand Creation

Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.

Digital Asset Management System

In an increasingly digital world, the efficient handling of digital content is becoming more important for companies. Digital assets – including images, videos, documents, presentations, audio files, and graphics – are created in large numbers every day. To systematically store, manage, and easily retrieve these contents, more and more organizations are relying on Digital Asset Management Systems (DAM systems).

What is a Digital Asset Management System?

A Digital Asset Management System is a software solution that helps companies centrally store, organize, search for, manage, and distribute their digital content. DAM systems structure the management of media files and ensure that users can access the required files quickly and efficiently at any time.

A typical DAM system enables the tagging of assets, provides them with metadata, allows the management of usage rights, and supports workflows for approvals or versioning.

Main Functions of a DAM System

A powerful DAM system offers a variety of functions that go far beyond mere storage:

  • Centralized Storage: All digital assets are located in one central, structured place. Redundancies are avoided.

  • Metadata Management: Files are equipped with keywords, categories, descriptions, and other metadata that facilitate search and sorting.

  • Fast Search: Search functions by file type, date, creator, keywords, or other criteria enable quick access to relevant content.

  • Versioning: Older versions of an asset are stored, allowing changes to be tracked and previous states to be restored if necessary.

  • Permission Management: User rights can be assigned individually to control access to sensitive content.

  • Integration: Modern DAM systems can be seamlessly integrated with other software solutions such as content management systems (CMS), e-commerce platforms, or marketing tools.

  • Sharing and Collaboration Features: Teams can collaborate on assets, comment on them, and approve them for publication.

  • Reporting and Analytics: Usage data is analyzed to measure the success of content and identify optimization potentials.

Benefits of a DAM System

The implementation of a DAM system brings numerous benefits, both for small companies and international corporations:

1. Increased Efficiency

The central management and powerful search function of a DAM system significantly reduce the time employees need to search for and organize files. Content is available faster, and workflows are accelerated.

2. Consistent Brand Communication

Companies can ensure that all teams worldwide access the current and approved versions of logos, brochures, and marketing materials. This ensures the consistency of brand communication.

3. Security and Protection of Digital Assets

DAM systems offer security mechanisms such as access controls, encryption, and automatic backups to protect valuable company content from loss, misuse, or unauthorized access.

4. Cost Reduction

By avoiding duplicated work, reducing storage space waste, and better reusability of existing assets, a DAM system lowers operational costs.

5. Support for Global Teams

In internationally operating companies, a DAM system allows remote access to required content, thus facilitating collaboration across different locations.

6. Better Use of Media Content

Marketing and creative teams can more easily reuse existing assets and adapt them to new campaigns instead of constantly creating new content. This speeds up time-to-market and optimizes resources.

Typical User Groups of a DAM System

Various departments benefit from a Digital Asset Management System in different ways:

  • Marketing Teams: Use DAM systems to manage campaign materials efficiently, prepare assets for various channels, and optimize workflows for approving new content.

  • Creative Departments (Design, Photography, Video): Use DAM systems to organize and edit large quantities of image and video data.

  • Sales Teams: Access up-to-date product documentation and presentations to serve customers quickly and professionally.

  • IT Departments: Implement DAM systems to optimize storage structures and comply with compliance requirements.

  • Legal Teams: Monitor compliance with usage rights and licenses.

On-Premises vs. Cloud-Based DAM

Depending on their requirements, companies can choose either an On-Premises DAM (local installation) or a Cloud-Based DAM:

  • On-Premises: Data is stored on local servers. Companies have full control over their content but must manage maintenance, updates, and security themselves.

  • Cloud-Based: Data is stored in the cloud and is accessible via the internet. Advantages include easy scalability, lower IT costs, and quick access from anywhere.

Hybrid models that combine the advantages of both options are becoming increasingly popular.

Selection Criteria for a DAM System

When selecting a DAM system, companies should pay attention to the following points:

  • User-Friendliness: An intuitive interface facilitates acceptance within the company.

  • Flexibility and Scalability: The system should be able to grow with the increasing demands of the company.

  • Integration Capabilities: Compatibility with existing tools and systems (e.g., Adobe Creative Cloud, CMS systems) is crucial.

  • Security Features: Data protection and IT security should meet the highest standards.

  • Support and Training: Competent customer service and training offerings support the successful implementation and use.

  • License Costs: Our systems have unlimited users, a clear advantage

Future of Digital Asset Management

The importance of DAM systems will continue to grow in the coming years. Trends such as artificial intelligence (AI) and automation are revolutionizing the way content is managed. AI can already help with automatic tagging, image analysis, or personalization of content. Future DAM systems will be even more interconnected with other business systems, such as Customer Relationship Management (CRM) or Product Information Management (PIM), providing a central platform for all digital content.

Conclusion

A Digital Asset Management System is no longer just a "nice-to-have" but an essential tool for companies that want to efficiently manage their digital content and increase their competitiveness. Choosing the right system, tailored to individual needs, is a crucial step towards better organization, faster market response, and sustainable digital transformation.

Digital Strategy

A digital strategy is a comprehensive plan that helps companies achieve their business goals through the use of digital technologies. This strategy includes the integration of digital solutions into various business processes to increase efficiency, improve customer experience, and gain competitive advantages. Here are the main components and aspects of a digital strategy:

1. Goals and Vision

A successful digital strategy starts with clearly defined goals and a vision. These should align with the company's overall business strategies. Common goals include enhancing customer loyalty, increasing revenue, optimizing operational efficiency, and fostering innovation.

2. Market Analysis and Competitive Research

A thorough market analysis is essential to understand customer needs, current market trends, and competitor strategies. This analysis helps identify opportunities and threats and make informed decisions based on that.

3. Customer Experience (CX)

A central element of the digital strategy is optimizing the customer experience. This includes all interactions a customer has with the company, from the first contact to post-service. Companies utilize digital tools like CRM systems (Customer Relationship Management) to provide personalized and consistent experiences across all channels.

4. Technology and Infrastructure

Selecting the right technology and creating a robust infrastructure are crucial. This includes cloud computing, data analytics, mobile technologies, social media, artificial intelligence, and machine learning. These technologies support the automation of business processes and enable data-driven decisions.

5. Data and Analytics

Data is the heart of any digital strategy. Companies collect and analyze vast amounts of data to gain insights into customer behavior and preferences. With advanced analytics tools, companies can identify patterns, make predictions, and create personalized offers.

6. Digital Marketing

Digital marketing encompasses all marketing activities conducted through digital channels. This includes search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing, email marketing, and online advertising. The goal is to increase the company's visibility, generate leads, and boost sales.

7. Organizational Change and Culture

A digital strategy often requires organizational change. This involves creating a digital corporate culture that is ready to embrace new technologies and learn continuously. Employees need to be trained and empowered to effectively use the new digital tools and processes.

8. Agility and Innovativeness

In a rapidly changing digital landscape, agility is a must. Companies must be able to respond quickly to market changes and develop innovative solutions. Agile methods like Scrum and Kanban help manage projects more efficiently and deliver results faster.

9. Security and Privacy

As the use of digital technologies increases, so does the risk of cyberattacks and data breaches. Therefore, a robust security strategy is essential. This includes the implementation of security protocols, regular security assessments, and compliance with regulations such as GDPR.

10. Measurement and Evaluation

Continuous measurement and evaluation of the digital strategy are crucial to monitor success and make necessary adjustments. KPIs (Key Performance Indicators) and other metrics help track progress and determine the ROI (Return on Investment).

Implementation Examples and Success Stories

Example 1: Digital Strategy, E-commerce Company

A leading e-commerce company could align its digital strategy to enhance user experience through personalized recommendations and an optimized mobile app. By utilizing AI and data analytics, the company can identify purchasing patterns and suggest tailored products, leading to greater customer satisfaction and increased sales.

Example 2: Digital Strategy, Traditional Retail Company

A traditional retail company could leverage digital technologies to develop an omnichannel strategy. This involves integrating online and offline channels to create a seamless shopping experience. Customers can shop online and pick up their orders in-store, increasing convenience and boosting sales.

Challenges in Implementing a Digital Strategy

Implementing a digital strategy can be complex and challenging. Common challenges include:

  • Resistance to Change: Employees and leaders may hesitate to adopt new technologies and processes.

  • Technological Complexity: Selecting and implementing the right technologies can be difficult.

  • Data Security and Privacy: Protecting sensitive data requires constant attention and resources.

  • Lack of Resources: Developing and implementing a digital strategy requires significant financial and human resources.

  • Rapid Technological Changes: Companies need to stay up to date to avoid being overtaken by new developments.

Conclusion

A digital strategy is essential to remain competitive in the modern business environment. It helps companies optimize their business processes, enhance customer experience, and develop innovative solutions. By combining the right technology, data, and an agile culture, companies can effectively achieve their goals and secure long-term success.

Download format

A download format describes the way in which digital content such as files, software, media, or documents are offered for download. The format determines how the downloaded file can be saved, opened, and used. Different download formats are optimized for specific applications, for example, for speed, compatibility, or file size.

Common Download Formats

  • Documents:

    Formats such as PDF, DOCX, or TXT are standard formats for text documents. PDF is particularly popular because it represents content accurately across different platforms.

  • Images:

    Typical formats are JPG, PNG, GIF, or SVG. While JPG is compressed and offers smaller file sizes, PNG and SVG maintain high quality and transparency features.

  • Audio:

    Formats such as MP3, WAV, or AAC are available for music and voice recordings. MP3 is widely used due to its compact size.

  • Video:

    Popular formats are MP4, MOV, and AVI. MP4 is widely used because it allows high quality at relatively small file sizes.

  • Software and Archives:

    Programs are usually offered as EXE (Windows), DMG (macOS), or in archive formats like ZIP or RAR to bundle multiple files efficiently.

Importance of Choice

The choice of the right download format significantly affects usability, compatibility, and download speed. Especially with large files, compression plays an important role in optimizing storage space and loading times. Providers ensure to offer formats that as many users as possible can open without issues.

GDPR

The General Data Protection Regulation (GDPR) – Basics and Significance

The General Data Protection Regulation (GDPR, Ger. DS-GVO) is an EU-wide regulation that has been in effect since May 25, 2018. It governs the processing of personal data by companies, authorities, and organizations within the European Union. The aim of the GDPR is to strengthen data protection and expand the rights of affected individuals.

Personal data are any information that relates to an identified or identifiable natural person – e.g., name, email address, IP address, or location data. The GDPR stipulates that such data may only be processed in a lawful, fair, and transparent manner.

Central principles of the GDPR are purpose limitation, data minimization, storage limitation, integrity, and confidentiality. Companies must be able to demonstrate that they comply with these principles – the so-called accountability. Additionally, the principle of “Privacy by Design and by Default” applies: Data protection must be considered during the development of systems and processes.

Affected individuals have extensive rights under the GDPR, including:

  • Right of access to stored data

  • Right to rectification, deletion (“right to be forgotten”) or restriction of processing

  • Right to data portability

  • Right to object to certain processing, e.g., for advertising purposes

For companies, the GDPR poses organizational and technical challenges. For example, they must document consents, check processors, report data breaches, and maintain records of processing activities. Violations can result in significant fines – up to 20 million euros or 4% of the worldwide annual turnover.

The GDPR has set global standards and emphasizes that the protection of personal data is a fundamental right – particularly relevant in the digital age.

For dietz.digital, the GDPR is an essential basis for daily work. Frequently, questions or ignorance arise that we discuss intensively.

E

Email Newsletter

In times of social media, messenger marketing, and AI-driven advertising, the classic email newsletter may seem almost old-fashioned. But this impression is deceptive: email marketing remains one of the most efficient and direct channels in digital marketing. A well-planned newsletter not only delivers high open rates but also facilitates long-term customer loyalty, targeted personalization, and measurable results – all at comparatively low costs.

In this article, you will learn why email newsletters are so effective, how they can be strategically utilized, which content works, and which tools assist in this process.

1. What is an email newsletter in digital marketing?

An email newsletter is a regularly sent email that delivers relevant information, offers, or content to a defined target audience. In marketing, its primary purpose is to:

  • Inform prospects and customers

  • Build trust

  • Promote products or services

  • Encourage users to take actions (e.g., purchase, sign-up, download)

Newsletters differ from automated transactional emails (e.g., order confirmations) by their content-focused emphasis on added value and relationship building.

2. Why are newsletters so effective?

Despite new channels, email remains one of the most important tools in the marketing mix – and for good reason:

a) Direct channel

Unlike social media, emails reach the recipient's inbox without algorithmic barriers.

b) High ROI

According to DMA (Data & Marketing Association), the return on investment of email marketing exceeds 40 euros per invested euro – significantly higher than other channels.

c) Own distribution list

An email list belongs to the company itself. Unlike followers on other platforms, the contact is sustainably usable.

d) Personalization possible

Email systems allow for precise targeting based on name, interests, behavior, or segments.

e) Automation potential

Once established campaigns can deliver lasting results – e.g., welcome sequences or product series.

3. Types of email newsletters

Depending on the objective, various newsletter types can be distinguished:

► Informational newsletters

Regular updates on a specific topic (e.g., industry news, trends, tips). Goal: retention and expertise building.

► Promotional newsletters

Contain special offers, discounts, or product recommendations. Goal: increase sales.

► Event newsletters

Announce webinars, trade fairs, or online events. Goal: participation and community building.

► Automated newsletters

Part of an automated email sequence, e.g., upon registration, cart abandonment, or product interest. Goal: conversion.

4. Structure and content of a successful newsletter

A good newsletter follows a clear structure and provides the recipient with relevant added value. Here are some essential elements:

a) Subject line

The most important line of the entire email. It determines whether it gets opened.

Tips:

  • Generate curiosity (“5 tips you definitely don't know yet”)

  • Use personalization (“[Max], your update for May”)

  • Brevity and clarity

b) Preheader

The preview line in the inbox – supports the subject line and meaningfully complements it.

c) Greeting & introduction

Personal, direct, possibly with the first name and a friendly tone. Show that you know the reader.

d) Main content

  • Textually and/or visually appealing

  • To the point

  • Value-based (e.g., tips, tools, case studies, discounts)

e) Call-to-action (CTA)

A clear call to action – e.g., “Read now,” “Buy now,” “Register for the webinar.” Don’t overload – one to two CTAs per email are often enough.

f) Footer

With legal information (imprint, privacy policy, unsubscribe link). A mandatory component!

5. Success factors for newsletter campaigns

► Segmentation

Not every recipient is interested in the same thing. Segment by target groups, interests, purchasing behavior, or region.

Example: Customers who have already purchased receive different content than mere prospects.

► Personalization

Use first names, product interests, or previous purchases for tailored content. Tools like ActiveCampaign or Klaviyo make this easy.

► Timing & frequency

Test when your target audience is most active – weekday mornings or weekends? Find the optimal frequency: too often seems annoying, too rarely causes bonds to weaken.

► Mobile optimization

Over 60% of all emails are read on mobile devices. Pay attention to responsive design, short texts, and large CTAs.

► Testing & optimizing

A/B tests of subject lines, CTAs, or sending times help to improve performance.

6. Tools and platforms for email marketing

There are numerous professional tools that make email marketing easier. Here’s a selection:

  • Mailchimp – classic choice for small and medium-sized businesses

  • Sendinblue (Brevo) – GDPR-compliant and versatile

  • Klaviyo – strong in e-commerce (e.g., with Shopify)

  • ActiveCampaign – ideal for automated marketing

  • HubSpot – comprehensive CRM integration

Features offered by these tools:

  • Drag-and-drop editors

  • Templates & design tools

  • Segmentation & automation

  • A/B testing

  • Analysis & reporting

7. Metrics for measuring success

► Open rate

How many recipients opened the email? Guideline: 15–25%.

► Click rate

How many clicked on a link? Guideline: 2–5%.

► Unsubscribe rate

How many unsubscribed from the newsletter? < 1% is uncritical.

► Conversion rate

How many bought, registered, or continued reading after clicking?

Important: Monitor trends and continuously optimize based on this data.

8. Legal: GDPR and double opt-in

Strict data protection regulations apply in email marketing – especially in German-speaking regions.

Mandatory points:

  • Double opt-in procedure: Users must confirm their registration (e.g., by clicking in the confirmation email).

  • Unsubscribe link: Must be included in every email and be easy to use.

  • Data protection and imprint obligation: Both pieces of information must be clearly accessible.

  • Purpose limitation: Explain transparently what data you will use.

Violations can lead to not only warnings but also severely damage user trust.

9. Practical examples of successful newsletters

► E-commerce newsletters

  • Personalized product recommendations

  • Birthday discounts

  • Reminders for cart abandonment

► B2B newsletters

  • Whitepapers & industry analyses

  • Invitations to professional webinars

  • Case studies & references

► Service providers

  • Blog articles with tips & know-how

  • Customer testimonials

  • Calendar booking for consultations

10. Conclusion: The newsletter as digital relationship management

The email newsletter is far more than just a marketing tool – it is a channel for relationship building, trust creation, and long-term brand loyalty. Especially in digital marketing, where users are flooded with information, clear, direct, and valuable communication is essential.

A good newsletter informs, inspires, and activates – turning readers into long-term customers or fans.


Elementor

Elementor – The Page Builder for WordPress

Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.

The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.

Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.

Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.

Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.

Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.

Evalanche

Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.

F

Farmer in sales

Farmer in Sales – The Relationship Manager for Sustainable Success

In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.

A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.

This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.

A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.

Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.

First Moment of Truth (FMOT)

First Moment of Truth (FMOT) – The decisive moment in the purchasing process

The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.

This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).

With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).

For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.

In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.

Focus keyword

A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.

Format adaptations

In digital marketing, it is no longer sufficient to have a strong idea or a high-quality advertisement – what matters is how this idea is adapted to different formats and channels. This so-called format adaptation is a central element of successful campaigns. In a fragmented media landscape with different platforms, devices, and user habits, content must be communicated flexibly yet consistently.

In this article, we explain what format adaptations are, why they are essential in digital marketing, what challenges they bring, and how to implement them strategically and creatively.

What are format adaptations?

Format adaptations (in English content adaptations or creative adaptations) describe the process where a central campaign idea or content piece is adjusted so that it works optimally on different digital platforms.

It's not just about different sizes or layouts (e.g., square vs. vertical), but also about adapting the tone, narrative style, functional logic, and interaction mechanics to the respective platform and target audience.

Example: A 60-second TV spot is cut to 15 seconds for YouTube, transformed into a reel for Instagram, supplemented with user-generated content on TikTok, and turned into a case study video for LinkedIn.

Why are format adaptations so important?

1. Platform-specific user behavior

Each platform has its own dynamics:

  • On TikTok, fast, creative, sound-driven entertainment dominates.

  • On Instagram, visual aesthetics and storytelling in reels or stories are what count.

  • YouTube allows for longer narrative formats.

  • LinkedIn focuses on professional context and informative content.

Those who post the same content 1:1 across all platforms miss out on potential – or get ignored.

2. Optimization of reach and performance

Algorithms favor content that corresponds to the respective format and user behavior. A properly adapted ad or an organic post is played out better, receives more engagement, and reduces media costs.

3. Reuse instead of new production

Clever adaptations can generate dozens of platform-specific contents from a master asset – efficiently, budget-friendly, and sustainably.

Types of format adaptations in digital marketing

1. Visual format adaptations

This is about technical adjustments, e.g.:

  • Aspect ratio: 16:9 (YouTube), 9:16 (Stories), 1:1 (Feed)

  • Resolution: HD, 4K, mobile-optimized

  • Length: 6 seconds (Bumper Ad), 15 seconds, 30 seconds, 60 seconds

  • Text placement: CTA top/bottom, subtitles, animated texts

2. Content adaptations

The core message remains the same, but the content is specifically altered:

  • Shortenings, teaser versions

  • Re-staging of content for a specific target audience

  • Shifts in focus (e.g., from product benefit to image)

Example: A car advertisement is cut for YouTube to be performance-oriented (“Buy now”), while an emotional lifestyle clip is shown on Instagram (“Experience freedom”).

3. Platform-appropriate adaptations

Here, content is adapted to the cultural codes of the platform:

  • TikTok: native challenges, trend language, music integration

  • Instagram: visually appealing, high-quality staging

  • LinkedIn: factual, professionally relevant, with an expert claim

A copy-paste strategy is counterproductive here – users immediately notice when content does not “belong to the platform.”

Challenges in format adaptations

1. Maintaining consistency

The balance between adaptation and brand identity is delicate. Too many variations can dilute the brand, while too little adaptation seems inappropriate or boring. The big idea must remain clearly recognizable – regardless of the format.

2. Resource management

Format adaptations mean effort: different versions, varied requirements, tests. Without good planning and a central content management system, it quickly becomes unmanageable.

3. Technical requirements

Each platform has its own specifications for file formats, lengths, file sizes, and specifications. Mistakes here risk rejections or poor delivery behavior.

Best practices for successful format adaptations

1. Think centrally – implement decentrally

A strong big idea is at the center. It is defined in a master asset (e.g., a main video, key visual, or text) and then professionally transformed into different formats – each adapted to the channel.

2. Modular structure of campaign assets

In content production, it should be thought of modularly from the start: scenes, headlines, visuals, CTAs – everything should be flexibly combinable. This allows for efficiently generating different variants.

3. Content routes for different personas

Not every target audience uses each platform equally. It is worthwhile to develop target group-specific adaptations – both visually and tonally. A young audience reacts differently than a B2B executive.

4. Dynamic Creative Optimization (DCO)

Technologies like DCO enable automated adaptations in real-time – depending on user profile, location, or device. Especially relevant in performance marketing and programmatic advertising.

5. Testing & iteration

A/B tests of different formats help find the optimal output. Insights from one channel can help optimize others.

Tools and workflows for support

  • Canva & Adobe Express: For quick format adjustments (especially social media)

  • Figma & Sketch: For UI designs and variants for web formats

  • After Effects & Premiere Pro: For video adaptations

  • Celtra, Smartly.io, Adverity: For automated adaptations and execution

  • Content platforms like Bynder, Frontify, or Monday: For planning and versioning

Examples from practice

1. Coca-Cola – “Share a Coke”

This campaign was staged differently across all channels: print with personal names, social media with user-generated images, display with dynamic personalizations – always the same idea but tailored to different formats.

2. Spotify – “Wrapped”

Spotify uses the same user data to create different formats: vertical stories on Instagram, shareables for Twitter, individual slideshows in the app – optimally adapted to users and platforms.

3. McDonald's – TikTok vs. YouTube

While YouTube spots are more storytelling-driven (e.g., with celebrities or product stories), TikTok content is snackable, with challenges and viral sounds – the same campaign, but staged culturally differently.

Conclusion: Format adaptations as the key to successful digital marketing

The variety of digital platforms and devices forces brands to design content flexibly – without losing their identity. Format adaptations are not merely a necessary exercise, but a strategic success factor.

When implemented correctly, they allow for:

  • better relevance for the respective target audience,

  • greater efficiency in content production,

  • more engagement and conversion,

  • stronger brand coherence in a fragmented world.

In a time when content is consumed everywhere and at any time, the ability to adapt a central message specifically, creatively, and data-driven is one of the most important competencies in digital marketing.

If you’d like, I can create a checklist, a tool comparison, or a specific template for format adaptations based on this text. Just let me know!

Cutout

A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.

Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.

Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.

The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.

In summary:

A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.

G

Gateway

Gateway – Interface between Networks

A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.

A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.

In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.

Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.

Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.

In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.

GDSN

GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.

Generative Engine Optimization (GEO)

With the rapid rise of generative AI models like ChatGPT, Google Gemini, and Perplexity, the way people search for information online is fundamentally changing—and how content must be made discoverable. While traditional search engine optimization (SEO) primarily focuses on Google search results, Generative Engine Optimization (GEO) is aimed at visibility in generative AI systems. GEO is a new and dynamically evolving field that companies, content creators, and brands can no longer ignore if they want to remain visible in the long term.

What is Generative Engine Optimization (GEO)?

Generative Engine Optimization (GEO) refers to the strategic optimization of content with the goal of being preferentially cited, mentioned, or recommended by generative AI systems. Unlike traditional search engines, where ranking occurs on a results page, these systems generate answers directly to user queries. Therefore, GEO addresses the question:

How do I ensure my content appears in the answers of chatbots and AI assistants?

This requires a deep understanding of how language models process content, utilize sources, and what criteria they use to select information.

Why GEO is becoming increasingly important

1. Changing search behavior

More and more people are using AI-assisted tools instead of traditional search engines. Questions like “What is the best coffee machine under €200?” or “How do I apply for a student visa in Canada?” are increasingly posed to chatbots—and these provide direct, summarized answers, often without referencing a Google results page.

2. Declining click-through rates in traditional search results

Google is already integrating AI-generated answers into the search (“AI Overviews”). This means that even if your website ranks number 1 on Google, it can be bypassed if the generative answer provides all necessary information. GEO aims to be integrated into these answers themselves.

3. Growing number of “Answer Engines”

Besides ChatGPT and Google Bard (Gemini), there are more and more specialized generative platforms (e.g., Perplexity, You.com, Claude, Neeva). GEO ensures that your content also gains attention there.

How do generative models work and what does this mean for GEO?

Generative AI models like GPT-4, Claude, or Gemini are based on billions of parameters and have been trained on vast amounts of text. They generate responses based on probable text continuations, supported by an internal “knowledge graph.”

They rely on two types of information:

  1. Training Data – Content that has been integrated into the model (static, mostly not up to date)

  2. Retrieval-Augmented Generation (RAG) – Models connected to search systems or plugins that fetch current information from the internet (e.g., ChatGPT with browsing function)

GEO aims to be present in both training and retrieval processes.

GEO vs. SEO: The key differences


Aspect

SEO

GEO

Target platform

Google, Bing, Yahoo

ChatGPT, Gemini, Claude, Perplexity etc.

Optimization goal

Ranking on results pages

Integration into generative answers

Ranking factors

Backlinks, keywords, page speed

Authority, clarity, structure, citability

Output

List of links

Direct answer in natural language

Metrics

Click rate, position, dwell time

“Named mentions,” answer mentions


Strategies for successful GEO

1. Provide clear, citable information

AI models love structured, precise, and factually correct content. GEO-relevant content:

  • provides clear answers to frequently asked questions

  • includes well-structured sections and headings

  • utilizes lists, tables, bullet points

  • defines terms clearly and completely

2. Build expertise and authority

Generative systems prefer content from reliable sources. Relevant signals include:

  • Mentions on trusted websites

  • References in scientific or governmental contexts

  • Author profiles with subject relevance (E-A-T principle: Experience, Authoritativeness, Trustworthiness)

3. Use of “Machine-readable Content”

Structured data formats such as:

  • Schema.org markup

  • JSON-LD

  • Open Graph Tags

allow machines to better understand and correctly assign content.

4. AI-friendly language and formats

Since AI has been trained on large amounts of human language, a generative wording style helps:

  • Use understandable language, avoid jargon overload

  • Avoid “keyword stuffing” in favor of natural text flows

  • Explicitly state frequently asked questions and their answers (“FAQ style”)

5. Timeliness and indexing

Ensure that:

  • your content is regularly updated

  • your website is publicly accessible and can be indexed by crawlers

  • ideally, you also appear in third-party sources (e.g., Wikipedia, specialty portals)

GEO tools and metrics

As GEO is still a young field, there are no standardized tools—but initial tools and methods are emerging:

Possible Tools

  • Perplexity AI: Which sources are being cited?

  • ChatGPT Advanced Data Analysis: Check your own texts for “AI compatibility”

  • Search Engine Simulators: Simulate how generative models respond

Relevant metrics (forward-looking)

  • Mention Rate” – how often is your brand/website mentioned in generative answers?

  • Answer Visibility Score” – how present is your domain in AI answers?

  • Citable Content Coverage” – how much of your content is clearly citable?

Risks and challenges of GEO

1. Lack of transparency

Generative AI does not always display its sources—making it difficult to accurately measure how successful GEO strategies are.

2. Delayed impact

Even if you optimize content, it can take weeks for AI models to “see” or use it—especially with models that have static knowledge.

3. Copyright issues

If AI uses your content, the question arises: Will it be cited correctly? Will intellectual property be respected?

GEO in practice: Application examples

Example 1: Travel provider

A travel provider wants to appear in ChatGPT for questions like “What are the best activities in Mallorca?”. Through GEO-strategically formulated articles with lists, tips, and real experiences, it manages to be cited as a source in AI answers.

Example 2: SaaS company

A B2B software company regularly writes explanatory content about IT security standards. Thanks to clearly structured texts, good indexing, and semantic readability, it is more frequently used as a source by generative systems.

Conclusion: GEO is the new SEO

Generative Engine Optimization is not a short-term trend, but a structural change in how content is found on the internet. Those who create content today must not only think of Google— but of a variety of generative systems that increasingly focus on the direct answering of user questions.

Early GEO strategies provide companies with a decisive competitive advantage: Those who appear in AI answers will be more visible than those who only appear in traditional search results. GEO is the new elite class of visibility—for content that is to be understood by both humans and machines.

GitLab

GitLab is a web-based DevOps platform that originally started as a Git repository manager but has evolved over the years into a comprehensive solution for the entire software development and IT operations lifecycle. It allows teams to centrally and efficiently manage the complete lifecycle of software projects—from planning to developing, testing, delivering, and finally operating. With its open-source core and a wide range of features, GitLab has established itself as a strong alternative to GitHub, Bitbucket, and other tools.

We actively use it at dietz.digital as a software development tool and ticket system, which is why a longer article is available at this point.

1. Origin and Development

GitLab was founded in 2011 by Dmitriy Zaporozhets and Valery Sizov in Ukraine. The idea was to create a self-hosted Git management tool that is free and open-source. Git itself is a distributed version control system developed by Linus Torvalds—GitLab builds on this system and expands it with a variety of features that are essential for modern software development.

Today, GitLab is available in several versions:

  • GitLab Community Edition (CE) – the open-source version

  • GitLab Enterprise Edition (EE) – with advanced features for large enterprises

  • GitLab.com (Cloud) – a SaaS version hosted by GitLab Inc.

2. Main Features

GitLab offers numerous features that are divided into six core DevOps phases:

1. Plan

GitLab provides integrated project planning features, such as:

  • Issue Tracking

  • Milestones

  • Epics

  • Roadmaps

  • Kanban Boards

These tools allow teams to organize their work and prioritize tasks—all within the platform without needing to rely on external tools.

2. Create

The heart of GitLab is the Git repository. Developers can version, manage, and collaborate on their code here. Other important features:

  • Merge Requests (similar to Pull Requests on GitHub)

  • Code Reviews and Inline Comments

  • Branch Protection Rules and Access Controls

  • Web-based Editor

  • Snippets (sharing code snippets)

3. Verify

In this phase, GitLab supports automated testing and static code analysis. Continuous Integration (CI) is a central component:

  • GitLab CI/CD with .gitlab-ci.yml configuration files

  • Pipelines that automatically start with each commit

  • Integration of Unit Tests, Build Processes, and Code Linting

  • Parallel Jobs and Dependencies

4. Package

GitLab supports its own package registries:

  • Container Registry (Docker Images)

  • Maven, npm, NuGet, and other package formats

  • Package management directly in the project context

5. Release

Here, GitLab can automate deployments:

  • Continuous Delivery (CD)

  • Canary Releases, Rollbacks, Blue-Green Deployments

  • Deployment Tags

  • GitOps Integration with Kubernetes

6. Configure & Monitor

GitLab can manage infrastructure code and monitor systems:

  • Infrastructure as Code (e.g., with Terraform)

  • Kubernetes Integration

  • Monitoring with Prometheus and Grafana

  • Incident Management

GitLab CI/CD in Detail

A particularly noteworthy feature is GitLab CI/CD. This pipeline automation allows teams to fully automate the build, test, and release processes. CI/CD configuration is done through a YAML file in the project directory. Jobs can be executed sequentially or in parallel as needed. Runners (agents) perform these jobs, either on the GitLab infrastructure (in the cloud) or on their own servers (self-hosted).

Typical process:

  1. Developer pushes code

  2. GitLab starts a pipeline

  3. Jobs are executed (Build, Test, Analyze)

  4. On success: automatic delivery or manual approval

Security and Compliance

Security is an integral part of GitLab. Even in the free version, basic security features are available:

  • SAST (Static Application Security Testing)

  • DAST (Dynamic Application Security Testing)

  • Dependency Scanning

  • Secret Detection

  • Container Scanning

  • License Compliance Management


These functions help to identify security issues early in the development process.

Benefits of GitLab

Unified Platform: GitLab combines features that are often only available through a combination of multiple tools from other providers.

Open Source: The Community Edition is freely available and is actively developed.

Self-Hosted or Cloud: Companies can run GitLab themselves or use it as SaaS—depending on security and data protection requirements.

Strong Automation: The CI/CD functions are among the most powerful on the market.

Scalability: From small startups to large corporations, GitLab can be scaled.

Challenges and Criticisms

Despite its strengths, there are also challenges:

  • Complexity: The multitude of features can be overwhelming for beginners.

  • Performance with Large Repositories: In very large projects, misconfiguration can lead to performance issues.

  • User Interface: Not every user finds the UI intuitive—especially when compared to GitHub.

  • License Model: Some key features (e.g., advanced security scans or cluster management) are only available in the paid Enterprise version.


Comparison with GitHub and Bitbucket

While GitHub is more geared towards open-source communities and has a larger user base, GitLab excels with its CI/CD integration and "Single Application" approach. Bitbucket, on the other hand, is deeply integrated with other Atlassian products like Jira, making it attractive for Jira users.

In brief:

  • GitLab: All-in-one platform, ideal for DevOps

  • GitHub: Focus on developer community, large reach

  • Bitbucket: Strongly integrated into the Atlassian ecosystem

Areas of Application

GitLab is particularly suitable for:

  • Software development projects of any size

  • DevOps teams that value automation and transparency

  • Companies with high security needs

  • Universities and educational institutions that work collaboratively

  • Open-source projects thanks to free hosting options

Conclusion

GitLab is much more than just a Git repository manager—it is a fully-fledged DevOps platform that covers the entire lifecycle of software development. With its broad range of features, high customizability, and strong automation, GitLab is one of the most powerful tools in modern software development. Although it requires some onboarding time, it offers enormous benefits to both small teams and large companies in the daily development process.

An alternative to GitLab is also Jira.

Google Ads

As a Google partner, we provide various clients with comprehensive ad strategies. An indispensable part of this is Google Ads. Below, we want to show you the essential parameters of Google Ads. But beware: using Google Ads correctly is complex, time-consuming, and must remain constantly in management, that is, daily.

Nevertheless, it is important, even though we as an agency implement it, to understand a bit more about how Google Ads work. Google Ads are not a competitor to SEO or GEO; they are always an addition and are part of the media plan.

There are significant differences in the use of campaign types. Therefore, it should be mentioned here that a digital strategy is needed to know exactly how budgets and messages can be utilized optimally and efficiently.

Please feel free to contact us.

What is Google Ads?

Google Ads (formerly known as Google AdWords) is Google's advertising platform that allows businesses to run paid ads in Google search results, on YouTube, in Gmail, and throughout the Google Display Network. It is one of the most effective and widely used forms of online marketing, as it enables targeted advertising that is displayed precisely when users search for specific information, products, or services.

Google Ads is based on an auction model and the so-called Pay-per-Click (PPC) principle: advertisers only pay when a user actually clicks on their ad.

How does Google Ads work?

The Google Ads system is designed to show highly relevant ads to users who make a specific search query or surf on certain websites. The most important components are:

  1. Keywords Advertisers define keywords that should trigger their ad to appear when a user enters them. These keywords should match the offer and reflect search intentions.

  2. Ad auction For every search query, Google decides within milliseconds which ads will be displayed. This decision is based on a mix of bid amount, quality score, and expected click-through rate.

  3. Quality score The quality score is a metric calculated by Google ranging from 1 to 10 based on the relevance of the ad, the user experience on the landing page, and click-through rate (CTR).

  4. Ad formats Google Ads offers various formats:


    • Text ads in Google search

    • Display ads (graphics) on partner websites

    • Shopping ads for e-commerce

    • Video ads on YouTube

    • App advertising in the Google Play Store and other channels

Benefits of Google Ads

  1. High reach Google processes several billion searches daily. With Google Ads, one can be specifically visible when potential customers search for solutions.

  2. Targeted advertising Users can be segmented by location, language, device, interests, age, and much more. This means: Ads are only shown to those who are genuinely relevant.

  3. Quick results Unlike search engine optimization (SEO), where results can take weeks or months, Google Ads has an immediate effect once the campaign is activated.

  4. Full cost control Advertisers set a daily or monthly budget. There are no minimum costs, and you only pay for actual interactions (clicks).

  5. Measurability and optimization With Google Ads, all metrics such as clicks, impressions, conversions, cost per conversion (CPA), and return on ad spend (ROAS) can be measured and analyzed precisely.

Best practices for successful Google Ads

  1. Conduct keyword research intensively Use tools like the Google Keyword Planner to find relevant search terms that show both search volume and purchase intent.

  2. Clearly structure campaigns and ad groups A clean structure helps to target budgets effectively and analyze the performance of individual areas.

  3. Regularly test ad texts Use different variants (A/B testing) to find out which formulations achieve the best click-through rate.

  4. Optimize landing pages The page that is clicked on should match the ad text, load quickly, be mobile-friendly, and contain clear calls to action.

  5. Set up conversion tracking Only those who know which ads lead to sales or leads can manage their campaigns sensibly.

  6. Use negative keywords Avoid unnecessary expenses by excluding terms that do not match your offer.

Common mistakes with Google Ads

  • Too broad keywords: This leads to too much scatter loss and high costs without conversions.

  • Missing segmentation: Without audience settings, the budget often goes to waste.

  • No optimization: Campaigns that are set up once and never adjusted rarely perform well.

  • Poor ad quality: Irrelevant or boring ads get few clicks and lower the quality score.

Budgeting and costs

The costs for Google Ads are flexible. Billing is usually done via Cost-per-Click (CPC). The average CPC values vary significantly by industry, competition, and keyword:

  • Low CPCs: from €0.10 (e.g., in niches)

  • High CPCs: over €5 (e.g., in finance or insurance)

It's important to note that the highest bidder does not automatically win – the quality score plays a crucial role as well.

Google Ads vs. SEO

Criterion

Google Ads

SEO

Visibility

Immediate after campaign launch

Long-term buildup

Costs

Ongoing costs per click

No click costs, but effort for content

Control

High control, precise targeting

Less flexible

Sustainability

Only as long as budget is available

Sustainable visibility

Both methods have their justification and work particularly effectively in combination.

Conclusion

Google Ads is an extremely powerful tool for businesses of all sizes to reach their target audiences specifically, measurably, and scalably. It offers flexibility, control, and immediate visibility – provided that one approaches it strategically. Continuous optimization, data-driven decisions, and a good balance between ad texts, keywords, and landing pages are key to success.

Whether you want to generate leads, sell products, or build your brand – with Google Ads, you can efficiently pursue your goals. But as with any marketing channel, it holds true: Success does not occur automatically but is the result of careful planning and constant optimization.

H

Holistic

Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.

HubSpot

HubSpot is a comprehensive, cloud-based platform that helps businesses optimize their marketing, sales, and customer service processes. HubSpot is particularly well-known for its approach to inbound marketing – a method aimed at attracting customers through useful content and personalized communication rather than interrupting them with traditional advertising. Since its founding in 2006, HubSpot has evolved from a pure marketing tool into a versatile business platform used worldwide by startups to large corporations.

1. The History of HubSpot

HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah. The two recognized that traditional marketing methods – such as cold calling or mass messaging – were losing effectiveness. Instead, they wanted to help companies engage with customers in a new way: through helpful content that is available exactly when the customer needs it.

This idea was the starting point of the inbound marketing concept – and the beginning of HubSpot. The company grew rapidly and continually developed its platform. Today, HubSpot is one of the leading providers of CRM software globally and is listed on the New York Stock Exchange (NYSE).

2. The HubSpot Product Range

HubSpot consists of several integrated "hubs" that can be used individually or combined depending on needs:

a) Marketing Hub

The Marketing Hub is the centerpiece for inbound marketing activities. It includes features such as:

  • Creating and managing landing pages

  • Email marketing and automations

  • SEO tools

  • Social media management

  • Blogging and content creation

  • Lead capture and tracking

The goal is to convert visitors into leads and further develop them through targeted campaigns.

b) Sales Hub

The Sales Hub supports sales teams in organizing, tracking, and closing deals. Key features include:

  • Email tracking and templates

  • Meeting scheduler

  • Deal pipelines

  • Task and activity management

  • Proposal and contract templates

  • Sales automation

This allows sales employees to work more efficiently and focus on truly qualified leads.

c) Service Hub

This area is aimed at customer service and helps with the care of existing customers. Features include:

  • Ticket system for handling support inquiries

  • Knowledge base

  • Live chat and chatbots

  • Customer feedback tools (e.g., NPS)

  • Automated service workflows

The goal is to retain customers in the long term and increase their satisfaction.

d) CMS Hub

HubSpot's CMS Hub enables companies to create, manage, and personalize websites – without programming knowledge. Features:

  • Drag-and-drop editor

  • Dynamic content based on visitor profiles

  • SEO optimization

  • Integrated analytics functionalities

Unlike traditional CMS platforms like WordPress, HubSpot's CMS is fully integrated with marketing and CRM data.

e) Operations Hub

This hub is aimed at technical teams and ensures better data quality and integration. Tools include:

  • Data synchronization between platforms

  • Automated data cleansing

  • Workflow extensions through custom code

  • Integrations with third-party systems via APIs

3. The Core: HubSpot CRM

HubSpot's free CRM forms the basis of all activities. It offers:

  • Overview of contacts, companies, deals, and tasks

  • Real-time tracking of customer interactions

  • Pipeline management for sales and marketing

  • Automatic data capture from emails, calls, and forms

Thanks to seamless integration with the other hubs, teams always maintain an overview of their customers and activities – from the first contact to long-term care.

4. Inbound Marketing – The Core Idea

The central approach of HubSpot is inbound marketing. Unlike outbound marketing, which relies on advertising and active customer acquisition, inbound is based on the principle: "Help people first, then they might buy from you."

The method can be divided into three phases:

  1. Attract – e.g., through blogs, social media, and SEO

  2. Engage – through personalized communication, email marketing, and lead nurturing

  3. Delight – through excellent service, customer loyalty, and referrals

HubSpot provides the right tools for each of these phases, from content creation to automated customer service.

5. Automation and Workflows

A major advantage of HubSpot is automation. Using so-called workflows, recurring processes can be automated, for example:

  • Welcome emails after registration

  • Lead nurturing tracks

  • Reminders for follow-ups

  • Automatic assignment of leads to sales employees

These automations save time and help to personalize communication with customers – without manual effort.

6. Reporting and Analytics

HubSpot provides extensive reporting tools. Users can:

  • Configure dashboards individually

  • Track conversions (e.g., from lead to customer)

  • Measure campaign successes

  • Evaluate sales performance

The data helps make informed decisions and continuously improve marketing and sales strategies.

7. Integration and Extensibility

Another advantage is the high compatibility with other systems. HubSpot offers:

  • Over 1,000 integrations in the marketplace (e.g., with Salesforce, Mailchimp, Zoom, Slack)

  • Open APIs for custom adjustments

  • Native integrations with Google and Microsoft products

This allows HubSpot to be easily integrated into existing business processes.

8. Pricing Structure

HubSpot offers a freemium model: Many basic functions (especially in CRM) are available for free indefinitely. Additionally, there are paid packages ("Starter", "Professional", "Enterprise") that vary in functionality, number of users, and support.

For small businesses, the free entry point is often sufficient, while larger companies can benefit from the advanced functions.

9. Advantages of HubSpot

  • User-friendly: Intuitive interface, usable even without IT knowledge

  • Modular structure: Only the required hubs need to be activated

  • All from one source: No tool chaos, all data is centrally consolidated

  • Strong community: Thousands of tutorials, forums, HubSpot Academy

  • Regular updates: Continuous development and new features

10. Challenges and Criticism

Despite many advantages, there are also some weaknesses:

  • Costs: With increasing functional needs, HubSpot can become expensive

  • Complexity in scaling: Large setups require professional configuration

  • Customization limitations: Not all areas are 100% flexibly customizable

  • Strong dependency on the ecosystem: Migration to other platforms is cumbersome

Conclusion

HubSpot is a powerful all-in-one platform for companies that want to centrally manage marketing, sales, and customer service. With its user-friendly approach, extensive automation capabilities, and flexible scalability, HubSpot is particularly attractive for growing companies. Those who want to successfully attract, retain, and delight customers in the long run will find in HubSpot a modern, data-driven tool that is convincing both strategically and operationally. Feel free to contact us about this!

Hunter in Sales

Hunter in Sales – The active seller on the hunt for new customers

In sales, the term “Hunter” describes a specific role or mentality of a seller. A Hunter specializes in acquiring new customers, meaning they go “on the hunt” for business opportunities. They focus heavily on prospecting, networking, and building new business relationships – in contrast to the “Farmer”, who cares for and nurtures existing customers.

The Hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a Hunter include identifying potential customers (leads), initial contact (cold calling or email), presenting products or services, as well as closing new contracts.

This role is particularly important in companies with a growth-oriented strategy, start-ups, or firms looking to venture into new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenues and gains new market shares.

A successful Hunter needs not only communicative skills but also a good dose of resilience, strategic thinking, and a knack for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.

While the Farmer secures customer loyalty and long-term relationships, the Hunter ensures that new customers actually come into the company. Both roles are important – but especially in dynamic industries or during the introduction of new products, the Hunter is indispensable for success.

In short: A Hunter in sales is the engine for growth – goal-driven, proactive, and always on the lookout for the next deal.

I

Impressions

In the world of digital marketing, there are many metrics that determine the success or failure of campaigns. One of the most fundamental, yet often misunderstood metrics is the impression. It is at the beginning of many customer journeys and forms the basis for visibility on the web. But what exactly are impressions, how are they measured, what do they convey – and what do they not?

In this article, we take a close look at the significance of impressions in digital marketing, explain their role across different channels, show typical use cases, and discuss how to interpret them correctly.

What are impressions?

Impressions (German: Einblendungen or visibilites) indicate how often a digital element – such as an ad, a social media post, or a search result – has been displayed on a user's screen. It does not matter whether the user actually reacted to it – what matters is that the element was visible.

Example: If a Facebook post appears 1,000 times in users' feeds, it has generated 1,000 impressions – even if only 50 people clicked or interacted with it.

Difference between impressions and reach

A common misconception: Impressions and reach (Reach) are not the same.

  • Impressions: How often has a piece of content been displayed? (one person can generate multiple impressions)

  • Reach: How many unique users have seen the content?

Example:

  • A post reaches 500 people (reach) but is displayed 1,200 times (impressions) → this means, on average, each person has seen the post 2.4 times.

Why are impressions important in digital marketing?

  1. Early indicator of visibility

    Impressions show whether and how often content or ads are displayed.

  2. Foundation for brand awareness

    Without visibility, there is no interaction – impressions are the first step toward attention and recognition.

  3. Comparison and optimization

    By comparing impressions with clicks (CTR), conversions, or engagement rates, optimization potentials can be identified.

  4. Measurability of advertising effects

    Especially in branding campaigns, the focus is not on the click, but on the repetition of visibility contacts.

Impressions in different channels

1. Google Ads (search engine advertising)

Impressions occur when an ad appears in search results. Here, they are central to the calculation of CTR (Click-Through Rate):

CTR = (Clicks / Impressions) × 100

A high number of impressions without clicks may indicate irrelevant keywords, poor ad quality, or low conversion incentives.

2. Social Media Marketing

In social networks like Facebook, Instagram, LinkedIn, or X (formerly Twitter), impressions are used to evaluate the reach of organic and paid content. The distinction is important:

  • Organic impressions: Number of impressions without paid advertising.

  • Paid impressions: Impressions from paid ads.

  • Viral impressions: Visibility contacts from shared content within the network of other users.

3. Display Advertising

In display marketing (e.g., banner ads on websites), impressions are measured very accurately, as advertisers often pay based on CPM (Cost per Mille = Cost per 1,000 impressions). Here, interaction does not count; rather, pure visibility does.

4. SEO (Search Engine Optimization)

Impressions are also recorded in the Google Search Console. They indicate how often a website or a subpage has been displayed in Google search results – regardless of whether it was clicked.

How are impressions measured?

The exact definition of when an impression counts depends on the channel and the provider.

Examples:

  • Google Ads: An impression counts when an ad appears in the search results (even if the user does not scroll down to it).

  • Facebook/Instagram: An impression counts when the content is loaded in the visible area (even if the user immediately scrolls past).

  • Display Ads (e.g., Google Display Network): Here,

Information architecture

The information architecture (IA) is a central concept in the digital world. It describes the structuring, organization, and presentation of information in digital systems – particularly on websites, in apps, software solutions, and information portals. The goal of information architecture is to facilitate users' access to relevant information and to improve usability as well as the user experience.

1. Definition and Basics

Information architecture is the art and science of structuring information so that it is easily findable, understandable, and usable. The discipline combines elements from design, user research, cognitive psychology, library science, and computer science. It ensures that information is logically categorized, labeled, and accessible – regardless of the scope or complexity of a digital product.

Simply put: Information architecture ensures that users find what they are looking for.

Core elements of information architecture

The classic information architecture consists of four central elements:

  1. Organization: The way in which information is categorized and structured (e.g., thematically, alphabetically, chronologically).

  2. Navigation: How users move within an information system (menus, links, breadcrumbs).

  3. Labeling: How content is labeled (e.g., understandable menu titles, meaningful link titles).

  4. Search: The ability to find targeted information through search functions.

These four areas interconnect and largely determine how intuitively and efficiently a digital system can be operated.

2. Importance of information architecture

In a world where information is available in seconds, good information architecture often decides the success or failure of digital products. Particularly in complex information systems with many contents, a clear structure is essential.

Advantages of good information architecture:

  • Faster information retrieval: Users find what they are looking for more quickly.

  • Higher user satisfaction: A good structure facilitates orientation and reduces frustration.

  • Better conversion rates: In online shops or service offerings, clearly structured information can lead to higher sales or more interactions.

  • More efficient maintenance by editors: For content managers, maintenance becomes easier when content is logically and systematically structured.

  • Stronger brand loyalty: A positive user experience directly affects the perception of a brand.

3. Information architecture in UX design

Information architecture is a fundamental part of User Experience (UX) design. While UX design encompasses the entire process of user interaction, IA forms the structural backbone – much like the skeleton in the human body.

Relationship with other disciplines:

  • Interaction Design (IxD): Defines how the user moves through the structure.

  • Content Strategy: Determines which content is provided.

  • Visual Design: Gives information architecture a face.

  • User Research: Insights into user needs are integrated into the structuring.

In agile project teams, information architects often work with UX designers, developers, product managers, and editors.

4. Methods and tools

Information architects use various methods to structure a system user-friendly:

a) Card Sorting

In card sorting, terms or content are written on cards, which are logically grouped by test participants. This provides valuable insights into how users expect and categorize information.

b) Sitemaps

Sitemaps visualize the hierarchy and structure of a website. They provide an overview of page levels, navigation structures, and possible links.

c) Wireframes

Wireframes are simple sketches of page layouts that show where content and navigation points are positioned. They help visually test the structure before design and development begin.

d) User Journeys

These describe typical usage scenarios and show the paths users take through the system to achieve their goals.

e) Content inventory and audit

This involves analyzing an existing website or platform: What content exists? How up-to-date is it? Where are there redundancies or gaps?

5. Best practices for information architecture

An effective information architecture follows certain design principles. Some of these are:

  • Consistency: Similar content should be organized in similar ways.

  • Recognizability: The structure should meet users' expectations (e.g., product information in the online shop under "Products").

  • Flexibility: The IA should be scalable – new content should be able to be added without restructuring.

  • Feedback and orientation: Users should always know where they are.

  • Minimalism: No unnecessary levels or superfluous categorizations.

Principles by Rosenfeld & Morville

The authors of the standard work “Information Architecture for the World Wide Web” (also known as “The Polar Bear Book”) propose the following principles:

  • Object principle: Content is living objects with life cycles.

  • Choice principle: Users do not need many options, but good options.

  • Openness principle: Systems must be able to grow.

  • Node principle: Any page can be an entry point.

6. Challenges of information architecture

Although it is indispensable, IA is often underestimated or only considered late in the process. This leads to frequent problems:

  • Confusing navigation: Users cannot find their way or do not know how to return to a piece of information.

  • Redundancies and inconsistencies: Same content appears multiple times or under different names.

  • Scaling issues: New content cannot be meaningfully integrated.

  • Insufficient search function: When content is difficult to search, the user experience suffers.

The solution lies in the early involvement of IA experts, continuous user testing, and flexible planning.

7. Information architecture in practice

Typical application examples:

  • E-commerce: Products need to be clearly categorized and filterable. A customer should intuitively navigate from the homepage to the desired item.

  • Intranets: Large companies need a structured repository for internal documents and processes.

  • Knowledge databases: Information must be logically linked and findable.

  • Educational platforms: Learning content must be organized thematically and didactically sensibly.

8. Future of information architecture

With the increase of AI-driven interfaces, voice interfaces, and multichannel systems, information architecture is also changing. It is no longer sufficient to structure only websites – voice systems, chatbots, or augmented reality applications also require sensible IA.

The demands on IA are becoming increasingly complex: content must be equally accessible in various contexts, devices, and media. The role of information architecture is shifting from static structuring to the dynamic management of information flows.

Conclusion: Information architecture is more than just menu structure or page hierarchy – it is the foundation of every digital application. Anyone planning or developing digital products should give it the necessary attention. Because a good structure determines whether users stay or leave, understand or are puzzled, convert or give up.

Insights

In the world of digital marketing, it's no longer just about spreading content, running ads, or publishing social media posts. The key to sustainable success today lies in understanding the target audience, measuring interactions, and deriving concrete actions. This is exactly where insights come into play.

Insights are more than just data. They are interpreted information that provides deeper insights into the behavior, preferences, and needs of users. In this article, you will learn what digital marketing insights truly are, what types exist, how they are collected, and how companies can use them to make smarter strategic decisions.

What are insights in digital marketing?

The term "insights" comes from the English word for "insights" and refers to the knowledge gained from data that can be used for strategic decisions in digital marketing. They are thus analytically derived conclusions that go beyond mere statistics.

An insight only occurs when a meaningful interpretation is made from an observed fact (e.g., a high bounce rate on a landing page) (e.g., the landing page is not optimized for mobile users, even though the majority of the target audience comes via smartphones).

Why are insights so important?

  • Better audience targeting: Insights help to understand what customers really want.

  • Efficiency increase: Marketing budgets can be deployed more effectively.

  • Campaign optimization: Real-time data allows for rapid adjustments.

  • Fostering innovation: Insights highlight new opportunities, products, or services.

  • Personalization: Data-driven personalization increases relevance and conversion rates.

Types of insights in digital marketing

1. Audience insights

These provide insights into demographic features, interests, behavior patterns, and usage habits. Tools like Google Analytics, Facebook Audience Insights, or HubSpot help answer questions such as:

  • Who visits my website?

  • Which age group interacts the most with my content?

  • What are my customers' interests?

2. Channel insights

They show how users behave across different channels (e.g., SEO, social media, email, paid ads). This includes metrics such as click-through rate, cost per click, time spent, or bounce rate.

3. Campaign insights

These focus on the performance of individual campaigns. They answer questions such as:

  • Which ad achieves the highest conversion?

  • Which targeting works best?

  • How do A/B tested variants perform?

4. Competitive insights

Tools like SEMrush, SimilarWeb, or BuzzSumo provide information about the activities and strengths of competitors. Strategies can be derived or gaps identified from this data.

5. Customer journey insights

These insights help to understand how customers move through the conversion funnel: from the first contact to purchase or repurchase. Heatmaps, session recordings, and funnel analyses are particularly revealing here.

How to gain insights?

1. Web analytics

Tools like Google Analytics, Matomo, or Adobe Analytics show how users interact with a website: page views, time spent, conversions, bounce rates, device distribution, etc.

2. Social media analysis

Facebook, Instagram, LinkedIn, TikTok, and others offer their own insights dashboards with data on reach, engagement, growth, and audience demographics.

3. Surveys and customer feedback

Direct surveys (e.g., using Google Forms, SurveyMonkey, or Typeform) provide qualitative insights that complement purely quantitative data.

4. Heatmaps and user recordings

Tools like Hotjar or Crazy Egg show how visitors actually use a website – where they click, scroll, or abandon.

5. CRM and sales data

CRM systems like Salesforce, Pipedrive, or HubSpot allow for in-depth analysis of customer behavior across all touchpoints.

From data to insights: The right interpretation

Data alone is just numbers. Insights only arise through analysis and contextualization. A structured process helps:

  1. Collect data

    Incorporate quantitative (numbers, KPIs) and qualitative (feedback, observations) data sources.

  2. Segment and compare

    Segment by age, location, source, device, etc., to identify patterns.

  3. Find correlations

    Are there relationships? For example, between time of day and conversion rate?

  4. Understand context

    What might explain external influences? (e.g., seasonality, competitor campaigns)

  5. Form actionable statements

    A good insight is actionable: “Our mobile conversion rate is 40% lower than on desktop – we need to optimize the mobile checkout.”

Examples of insights with practical relevance

  • E-commerce: Customers most frequently abandon the purchase process in the last step → Insight: The checkout is too complicated.

  • Social Media: Reels achieve 3x more engagement than images → Insight: Focus on video formats is increasing.

  • Newsletter: Subject lines with personalization have 20% higher open rates → Insight: Automation and segmentation improvements.

  • Paid Ads: Ads with testimonials have lower CPCs → Insight: Social proof is more persuasive.

Tips for better marketing insights

  • Set clear goals: Without a goal, there is no relevant analysis. What do you want to achieve with the campaign?

  • Use dashboards: Visualize your data in tools like Google Data Studio or Looker.

  • Link data sources: CRM, analytics, social media, and advertising channels should be analyzed together.

  • Form hypotheses: Target your assumptions with A/B tests.

  • Use AI and predictive analytics: Modern tools help not only to look back but also to forecast future developments.

Challenges when working with insights

  • Data flood: Often, there is too much data – the right selection is crucial.

  • Misinterpretations: Correlation is not the same as causation. Always view numbers in context.

  • Data silos: Departments often work with separate tools – an integrated view is missing.

  • Data protection: GDPR and other regulations must be observed when tracking and utilizing personal data.

The future: Automated and AI-supported insights

With the increasing data volume, automated analyses and AI-supported tools are becoming increasingly important. Platforms like Google Analytics 4, HubSpot AI, or chatbots with data insights already provide proactive recommendations for actions based on patterns and forecasts.

The future belongs to a marketing world where machines detect trends, suggest options for action, and marketers can operate based on data, quickly and personalized.

Conclusion

Insights are the cornerstone of successful digital marketing. They allow for more targeted campaign management, a better understanding of customer needs, and achieving competitive advantages. It is crucial not only to collect data but also to interpret it correctly and consistently apply it in practice.

Companies that strategically use data make smarter decisions, save resources, and build sustainable relationships with their customers. In a data-driven world, insights are not just an advantage – they are a necessity.

Intercom

Intercom is a modern communication platform that helps companies interact with their customers in real time. It was founded in 2011 and has since established itself as a central tool in customer communication and user experience. Intercom combines live chat, automated messages, helpdesk features, and a CRM system into a single, user-friendly platform.

At the heart of Intercom is the live messenger, which can be directly integrated into websites or mobile apps. This allows companies to communicate immediately with website visitors or existing customers. The platform provides both real-time and automated communication, which offers significant advantages, especially in marketing, sales, and customer service. Chatbots and automated messages enable the answering of frequently asked questions without human intervention and efficiently qualifying leads.

Another core area of Intercom is the help center. Companies can build a knowledge base there, where customers can find answers to common questions themselves. These self-service options relieve support teams and simultaneously improve the user experience.

Intercom can be integrated with numerous tools, such as Salesforce, Slack, HubSpot, or email services like Mailchimp. The platform also offers detailed analytics and reports that allow companies to monitor user behavior, the performance of support, and the success of campaigns.

The user interface of Intercom is modern and intuitively designed, making implementation easier. Especially for SaaS companies, e-commerce platforms, and digital startups, Intercom is a valuable tool for increasing customer retention and conversion rates.

Overall, Intercom is a powerful solution for companies that want to centralize and automate their customer communication.

IOC

IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.

J

Jira

Jira is a web-based project management tool that was originally developed by Atlassian to track bugs in software projects. Today, Jira is much more than just a bug-tracking tool – it has evolved into a versatile platform for agile project management, task tracking, and team collaboration. Especially in software development, Jira is widely used worldwide and supports methodologies such as Scrum, Kanban, or a hybrid of them.

The heart of Jira is the so-called “Issue” system. Each “Issue” represents a single task, a problem, or a feature that can be tracked and managed. These can be individually configured, prioritized, commented on, and assigned deadlines. Teams can create projects, plan sprints, and visualize their progress through dashboards and reports. By integrating boards (such as Kanban or Scrum boards), teams can always keep an overview of the project status.

A major advantage of Jira is its high customizability. Workflows, fields, and permissions can be flexibly designed to meet the requirements of small teams all the way to large enterprises. In addition, Jira can be extended through the Atlassian Marketplace platform – here thousands of add-ons are available, such as for time tracking, test management, or integration with other tools like GitHub, Slack, or Confluence.

Another plus is the cloud option, where no own infrastructure is necessary. Alternatively, Jira can also be operated locally (Server/Data Center).

Despite its advantages, Jira is often considered complex for beginners. A good training or introduction is therefore sensible to fully leverage its potential. Overall, Jira is a powerful tool that offers real value, especially in agile teams.

An alternative that we use is GitLab.

K

Channels

Digital marketing is more diverse and complex than ever – and one of the central success factors is the choice and orchestration of the right channels. Every channel has its own strengths, target audiences, content, and mechanics. Successful brands know how to use, combine, and optimize different channels purposefully.

In this article, we shed light on the most important digital marketing channels, their functions, advantages and disadvantages, and best practices for effective use.

What is a channel in digital marketing?

A marketing channel is a communication path through which a brand engages with its target audience. In digital marketing, these are digital platforms and technologies through which content is distributed, customers are acquired, and relationships are built.

The choice of channel significantly influences:

  • Reach

  • Target audience engagement

  • Engagement

  • Conversion rates

  • Customer satisfaction

Therefore, it is crucial to consider the respective channels not in isolation but as part of a holistic marketing strategy.

1. Owned Channels

a) Website

The website is the digital home of a brand – a source of information, a sales platform, and a trusting anchor at the same time.

Strengths:

  • Complete control over content and design

  • Measurability and personalization

  • Integration of shop, blog, service, and more


Tips:

  • Mobile optimization and fast loading times

  • SEO-friendly structure

  • Conversion-oriented design

b) Blog

A blog regularly creates new content, improves SEO ranking, and establishes thought leadership.

Use cases:

  • How-to guides

  • Case studies

  • Industry trends

Success criteria:

  • Relevance for the target audience

  • Value added instead of advertising

  • Regular publication

c) Newsletter / Email Marketing

A proven and highly converting channel – direct, individual, and cost-effective.

Advantages:

  • High personalization

  • Direct access to the inbox

  • Automated workflows and trigger emails

Examples:

  • Welcome emails

  • Product recommendations

  • Abandoned cart reminders

2. Earned Channels

a) Search Engine Optimization (SEO)

SEO refers to all measures taken to achieve better placement in organic search results.

Goals:

  • More organic traffic

  • Higher visibility

  • Long-term reach

Measures:

  • Keyword optimization

  • Content marketing

  • Technical SEO (pagespeed, crawling, structure)

b) Social Media Sharing & Mentions

When users voluntarily share content or talk about a brand, organic reach is created.

Examples:

  • Shares, comments, UGC (User-Generated Content)

  • Influencer recommendations (without payment)

  • Reviews and testimonials

Strategy:

  • Create valuable content

  • Activate the community

  • Responsive community management

3. Paid Channels

a) Search Engine Advertising (SEA)

With Google Ads or Bing Ads, advertisements can be targeted at specific search terms.

Advantages:

  • High purchase intent of the target audience

  • Fast visibility

  • Real-time budget control

Typical formats:

  • Text ads

  • Shopping ads

  • Local campaigns

b) Social Media Advertising

Platforms like Facebook, Instagram, LinkedIn, or TikTok offer sophisticated targeting options.

Formats:

  • Image and video ads

  • Stories & Reels

  • Carousels, Collection Ads

Success criteria:

  • Relevant creative content

  • A/B testing

  • Clear call-to-actions (CTAs)

c) Display & Programmatic Advertising

Display ads are graphical advertising banners on websites, often booked automatically through programmatic advertising.

Opportunities:


  • Large reach

  • Retargeting options

  • Branding & performance

Challenges:

  • Banner blindness

  • Ad blockers

  • Spread losses

4. Social Networks

a) Facebook / Instagram

Classic platforms with huge reach and diverse advertising options.

Target audiences:

  • Facebook: 25–55 years

  • Instagram: 18–35 years

Content types:

  • Stories, Reels, Live videos

  • Product ads

  • Community posts


b) LinkedIn

The most important network in B2B marketing.

Strengths:

  • Expert positioning

  • Employees as brand ambassadors

  • Expert articles, infographics, studies


c) TikTok

A platform for creative, entertaining content with extremely high engagement.

Ideal for:

  • Trend-based marketing

  • Challenges & storytelling

  • Young target audiences (Gen Z, Gen Alpha)

d) YouTube

The second-largest search engine in the world – ideal for video and educational content.

Examples:

  • How-to videos

  • Product presentations

  • Testimonials & reviews

5. Affiliate & Influencer Marketing

a) Affiliate Channels

Partners promote products on a commission basis through their own channels.

Typical partners:

  • Blogs, comparison portals, coupon sites

Advantages:

  • Performance-based

  • Measurable

  • Scalable

b) Influencer Marketing

Influencers bring reach, trust, and authenticity.

Channel-dependent:

  • Instagram for lifestyle & fashion

  • YouTube for tutorials & reviews

  • TikTok for entertainment & virality

Important:

  • Selection of suitable influencers

  • Transparency and labeling

  • Long-term partnerships

6. Messenger & Conversational Marketing

a) WhatsApp Business / Messenger Bots

Customer communication via messenger is becoming increasingly important.

Applications:

  • Customer service

  • Shipping information

  • Personal consultation

Goal: Direct communication and quick response to user needs.

7. Apps and Push Notifications

Own apps provide intense customer loyalty – complemented by push notifications that regularly activate users.

Advantages:

  • Mobile presence

  • Personalized interactions

  • Recurring use

Selecting a Strategy: Which Channel is Right?

The choice of suitable channels depends on several factors:

Criterion

Questions for Evaluation

Target Audience

Where are they active? How do they consume content?

Objective

Branding, leads, sales, or service?

Resources

Budget, team, tools?

Content Type

Text, video, audio, interactive?

Measurability

Can KPIs be captured and optimized?

A balanced marketing mix combines push (e.g., ads) and pull channels (e.g., SEO), owned and paid media – and aligns them with each other.

Conclusion: The Right Channel Mix Matters

In digital marketing, there is no one-size-fits-all solution – each brand must find its individual channel mix and continuously adjust it. The following applies:

  • Do not be present everywhere at the same time, but where it makes sense.

  • Each channel needs its own content, tone, and objectives.

  • Cross-media linking increases reach and effectiveness.

  • Data-driven management helps prioritize channels and use budgets efficiently.

Those who know their channels, choose them wisely, and engage intelligently lay the foundation for sustainable digital marketing success.

Keywords

In digital marketing, the term "keyword" is ubiquitous – and for good reason. Keywords are the foundation of many online marketing disciplines, especially search engine optimization (SEO) and search engine advertising (SEA). They connect the language of users with the language of search engines and help companies become visible exactly when potential customers are actively searching for products, services, or information.

In this article, we will illuminate the central role of keywords in digital marketing, explain how they work, and show how companies can strategically use them to increase reach, traffic, and conversion rates.

What are Keywords?

A keyword is a term or phrase that users input into a search engine to find specific information. Keywords can be short (Short Tail) or long (Long Tail):

  • Short-Tail Keyword: e.g. "shoes" – very general, high search volume, much competition.

  • Long-Tail Keyword: e.g. "buy red running shoes for women" – more specific, lower search volume, but often a higher likelihood of conversion.

Keywords serve as a guide in digital marketing: they help align content with the needs of the target audience and deliver ads accurately.

Why are Keywords Important in Digital Marketing?

  1. Increase Visibility: Keywords help to be found in the organic search results.

  2. Targeted Advertising: In search engine advertising, ads are targeted to specific keywords.

  3. Relevant Content: They form the basis for content that meets the needs of users.

  4. Better Understanding of the Target Audience: The analysis of keywords provides insights into the language, questions, and interests of potential customers.

  5. Achieve Competitive Advantages: Those who strategically use the right keywords can stand out against the competition.

Types of Keywords at a Glance

1. Navigational Keywords

These are used to find a specific website or brand (e.g. "Zalando shoes").

2. Informational Keywords

This involves searching for information (e.g. "how to tie a tie"). Ideal for blogs, tutorials, and FAQ pages.

3. Transactional Keywords

These imply a intent to purchase (e.g. "buy sneakers online"). They are particularly valuable for e-commerce.

4. Commercial Investigation

Users compare products or providers (e.g. "best DSL providers 2025"). These keywords show a high purchase intent but are not entirely transactional yet.

5. Local Keywords

Relate to geographical locations (e.g. "hairdresser Berlin Mitte") – important for local SEO.

Keyword Research: The First Step Towards Strategy

Before keywords can be effectively used, thorough research is required. The goal is to identify the terms actually used by the target audience – while also providing a good ratio of search volume to competition.

Tools for Keyword Research

  • Google Keyword Planner: Especially suitable for SEA, but also provides general keyword data.

  • Ubersuggest: Simple, free research with helpful metrics.

  • SEMrush / Ahrefs / Sistrix: Professional tools with deep insights into competitive keywords, search volume, and SERP analyses.

  • AnswerThePublic: Ideal for finding questions and semantically related terms.

  • Google Search Console: Shows which search terms are already generating impressions for the site.

Important Metrics

  • Search Volume: How often is a term searched per month?

  • Keyword Difficulty / Competition: How difficult is it to rank for this?

  • CPC (Cost-per-Click): Relevance for paid advertising.

  • Relevance: Does the keyword match the own service or content goal?

Keyword Strategies in Digital Marketing

1. SEO (Search Engine Optimization)

In SEO, keywords are used todesign content to be organically visible for search queries. It is important:

  • To strategically incorporate keywords into titles, meta descriptions, H1-H6 headings, URLs, and body text.

  • To use semantic variants and related terms.

  • To define a main keyword + complementary secondary keywords for each page.

  • To avoid keyword stuffing – Google prefers natural, user-friendly content.

2. SEA (Search Engine Advertising)

In SEA, such as with Google Ads, keywords are used to precisely deliver ads. Here, one distinguishes:

  • Broad Match: Ad appears for related terms.

  • Phrase Match: Ad appears when the phrase is included.

  • Exact Match: Ad appears only for that exact term.

  • Negative Keywords: Terms for which the ad should not appear.

The choice of keyword options significantly affects the reach and relevance of the ads.

3. Content Marketing

Keywords assist in the planning of blog articles, landing pages, or guides. Important in this regard:

  • To understand search intent.

  • To provide content with real added value.

  • To write content not just for search engines but also for people.

4. YouTube & Video SEO

Keywords also play a role on YouTube or in podcasts. They are used in titles, descriptions, tags, and transcripts to be found.

5. Social Media & Hashtag Strategy

Keywords are also reflected in hashtags and post descriptions – for instance, on LinkedIn, Instagram, or TikTok. There, they help make content discoverable and identify trends.

Keyword Mapping & Site Structure

In keyword mapping, each keyword (or keyword cluster) is assigned to a specific page. The goal is to create clarity and focus, avoid duplicate content, and strategically plan internal linking.

Example:

  • Homepage: "Buy Running Shoes"

  • Category Page: "Women's Running Shoes"

  • Blog Article: "The Best Running Shoes 2025"

Keyword Trends and Changes

Keywords are dynamic. New terms emerge, while old ones lose significance. Therefore, regular monitoring is advisable:

  • Voice Search: Search queries are becoming longer and more conversational ("What are good running shoes for beginners?").

  • Zero-Click Searches: More and more questions are being answered directly on the Google search results page – without clicks.

  • AI-Powered Search: New systems like Google SGE (Search Generative Experience) are changing how content is discovered.

  • Seasonal Fluctuations: Keywords like "Christmas gifts" or "tax return" are only relevant at certain times.

Common Mistakes in Dealing with Keywords

  • Focusing only on keywords with high volume, without relevance.

  • Ignoring long-tail keywords.

  • Creating multiple pages with the same keyword → keyword cannibalization.

  • Over-optimization (keyword stuffing).

  • No regular analysis and adjustment.

Conclusion

Keywords are much more than just search terms in digital marketing. They are a strategic tool that – when used correctly – helps reach users, structure content, and optimize advertising campaigns. The art lies not only in finding the "right" keywords but in purposefully, creatively, and continuously developing them.

An effective digital marketing concept does not use keywords in isolation but embedded in a comprehensive strategy – tailored to target audiences, channels, and objectives. Companies that approach their keyword strategy professionally secure long-term visibility, better rankings, and a stronger market position.

AI in creation

The digital marketing world is undergoing a profound transformation – and Artificial Intelligence (AI) is at the center of this transformation. While AI has already been used in performance marketing and data analysis for years, it is now increasingly entering the creative domain: text, image, video, audio – the entire content creation is being redefined by AI.

In this article, we take a comprehensive look at how AI is changing creative processes in digital marketing, the opportunities and challenges that arise from it, and how companies can meaningfully integrate AI into their workflows.

What does "creation" mean in digital marketing?

In marketing, "creation" refers to the development of creative content that evokes brand messages emotionally, tells stories, and activates users – in the form of:

  • Texts (slogans, blog posts, advertising texts)

  • Images (visuals, graphics, ads)

  • Videos (explanatory films, commercials, reels)

  • Audio (podcast intros, voice campaigns)

  • interactive formats (games, AR/VR elements)

Creation is the heart of every campaign – it significantly determines the attention, recognizability, and impact of a brand.

How AI is changing creation

1. AI as a co-creator for texts

Generative AI models like ChatGPT or Jasper are revolutionizing text creation:

  • Creation of blog posts, social media captions, product descriptions

  • Development of slogans, taglines, or newsletter texts

  • Adjustment of tonalities depending on target audience or platform

  • Translation and localization for international markets

These tools save time, offer creative impulses, and help fill editorial plans more efficiently. It is important to note: Humans curate, AI provides raw materials.

2. Image and graphic generation via prompt

Tools like Midjourney, DALL·E, or Adobe Firefly enable the creation of high-quality visuals from text descriptions within seconds. Examples:

  • Key visuals for campaigns

  • Mockups for presentations

  • Social media images

  • Product images in different scenarios

Here too: AI does not replace the designer but expands their possibilities.

3. Video creation with AI

With tools like Runway, Synthesia, or Pictory, videos can be generated automatically – from animated slideshows to realistically appearing avatars. Applications:

  • Product tutorials

  • Explanatory videos

  • Personalized video ads

  • Content for social media

Text-to-video functionality allows for faster and more scalable content production.

4. Audio and voice

AI-based tools like Descript or ElevenLabs enable:

  • Text-to-speech in natural voices

  • Voice cloning for consistent brand voices

  • Podcast editing via text editing

  • Music composition via AI for background tracks or jingles

This makes audio content more accessible and easier to produce – even for small brands.

Opportunities: What AI makes possible in creation

1. Speed & scalability

Where previously days or weeks were needed for production, today often a prompt suffices. This saves time and allows brands to respond more quickly to trends or conduct A/B tests with many variations.

2. Cost efficiency

Especially for smaller companies or start-ups, access to professionally appearing content through AI has become significantly cheaper – without having to sacrifice quality.

3. Personalization at a new level

AI can tailor content in real-time to users – personalized texts, images, or videos, adapted to behavior, location, or interests. This increases relevance and conversion.

4. Creative diversity

AI opens new perspectives, image styles, and narratives that lie outside classical creative routines. It inspires, breaks conventions, and fosters idea generation.

Limits and challenges

1. Originality & brand identity

AI-generated content often appears generic when uncritically adopted. The challenge lies in preserving one's brand voice and using AI as a tool – not as the sole source.

2. Legal uncertainties

Who is the author of an AI-generated image? Can one advertise with it? What data was used for training? Brands must closely monitor legal developments and ensure proper licensing.

3. Ethics & credibility

Deepfakes, fake voices, generic content – the misuse of AI can significantly harm brands. Transparency and responsible use are crucial.

4. Quality assurance

AI makes mistakes. Incorrect facts, inappropriate tonalities, or visual inconsistencies occur frequently. Therefore, human sensitivity and editorial control are necessary.

Best practices: How to succeed in creative AI deployment

1. Use AI as an idea supplier

Use AI for brainstorming, idea sketches, or alternative suggestions. This accelerates processes and brings fresh input – especially in the early concept phase.

2. Combine humans & machines

The best results arise from collaboration: AI generates rough drafts, humans refine, curate, and optimize. Call it "human-in-the-loop creation".

3. Train your own brand voice

More and more tools allow you to train your own "brand prompts" or "custom models" – with examples from your own content. This makes the output more aligned with the brand.

4. Automate workflows


Systematically use AI: for automatic creation of content variants (text & image), for headlines based on performance data, or for visual optimization of ads.

5. Content Testing + AI

In combination with A/B testing, AI can generate dozens of variants and evaluate them based on data – this helps determine which texts, images, or formats truly work.

Tools and platforms at a glance

Area

Tools

Text

ChatGPT, Jasper, Copy.ai

Image

Midjourney, DALL·E, Adobe Firefly

Video

Runway, Pictory, Synthesia

Audio/Voice

Descript, ElevenLabs, LALAL.AI

Social Content

Canva Magic Studio, Ocoya, Predis.ai

Automation

Zapier, Make.com, HubSpot Workflows

Example scenario: AI creation in a campaign

Case: A sustainable fashion brand launches a new product line.

  1. AI text generator creates slogans, ad copy, and newsletter texts.

  2. AI image generator visualizes clothing items in different environments and styles.

  3. Synthesia produces a welcome video with a brand avatar.

  4. Descript generates a podcast teaser with automated editing.

  5. A/B tests with different variants are evaluated based on AI.

The result: a complete campaign in a few days – with lower resource utilization, high consistency, and creative diversity.

Conclusion: AI as a creative game changer – but not as a replacement

The integration of Artificial Intelligence into the creative work of digital marketing is not a trend – it is a paradigm shift. AI is changing not only how content is created but also how we understand creativity.

However: The best creation arises from the interplay of technology and human intuition. AI can deliver ideas, accelerate processes, and enable diversity – but emotion, cultural sensitivity, timing, and brand sense remain human strengths.

Those who use AI wisely will be more creative, faster, and more effective – provided they use it for what it is: a powerful tool, not the creator itself.

Click-through rate

Click-Through Rate in Marketing – Metric for Attention and Interest

The Click-Through Rate (CTR) is a central metric in online marketing. It measures how often users click on a link, an ad, or a call-to-action (CTA) in relation to the number of impressions. The click-through rate provides insights into how well an advertisement or content resonates with the target audience.

The formula is:

Click-Through Rate (CTR) = (Number of Clicks ÷ Number of Impressions) × 100

Example: If an ad is displayed 10,000 times and clicked 150 times, the CTR is 1.5 %.

The click-through rate is an indicator of relevance and performance. A high CTR indicates that the message grabs attention, generates interest, and encourages interaction. Conversely, a low click-through rate may suggest unclear messaging, an inappropriate target audience, or a less attractive offer.

In various channels, the click-through rate plays an important role:

  • Email Marketing: How many recipients click on the link in a newsletter?

  • Search Engine Ads (SEA): How often do users click on a Google Ads ad?

  • Social Media Ads: How many users interact with a sponsored post?

  • Organic Search Results (SEO): How many users click on a search result?

To optimize the CTR, measures such as concise subject lines, compelling calls-to-action, relevant content, good design, and targeted targeting are employed. A/B testing also helps to determine which variant works better.

Conclusion: The click-through rate is an important measure of the effectiveness of digital marketing efforts. It shows whether a message is not only seen but also actively accepted – and is therefore a first step towards conversion.

KPI

KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.

L

Landing Page

A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.

Lead Management

Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.

Leads

In digital marketing, much revolves around reach, visibility, and interaction – but the real value often comes only when a potential customer shows concrete interest. This is where the term lead comes into play. Leads are the foundation for any conversion strategy and crucial for sustainable revenue growth. In this article, you will learn what a lead is, what types there are, how to acquire leads, evaluate them, and successfully convert them into customers.

1. What is a lead in digital marketing?

A lead is a contact that has shown interest in a product, service, or company and to whom something can potentially be sold. In digital marketing, this usually means: The person has voluntarily provided their data – for example, through:

  • filling out a contact form

  • signing up for a newsletter

  • downloading an e-book

  • participating in a webinar

  • requesting a quote

A lead is thus no longer an anonymous website visitor, but an identifiable interest who has actively interacted with the brand.

2. Why are leads so important?

Leads are the starting point for the sales process (sales funnel). Without leads, there are no new customers. Lead generation is therefore one of the key success factors in digital marketing, especially in the B2B sector and the high-priced B2C segment.

Advantages of good lead generation:

  • Building a customer base

  • Reducing dependencies (e.g., on platforms)

  • Direct communication opportunities (e.g., via email)

  • High return on investment (ROI) with well-qualified leads

3. Types of leads

Not every lead is the same. Depending on quality and willingness to buy, different types of leads are distinguished:

a) Cold leads

  • have shown interest but have no purchase intention yet

  • e.g., through e-book downloads or social media interaction

  • usually still need a lot of information and trust

b) Warm leads

  • show more concrete interest

  • e.g., by visiting a product page or requesting a demo

  • are more willing to enter into a dialogue

c) Hot leads

  • are close to making a purchase

  • e.g., after a consultation or quote

  • should be contacted and cared for quickly

Additionally, a distinction is often made between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs):

  • MQL: A lead generated through marketing efforts that may potentially become a customer

  • SQL: A lead that the sales team considers ready to buy

4. Strategies for lead generation

a) Content marketing

High-quality content attracts interested parties and convinces them to leave their data in exchange for knowledge or added value. Examples:

  • e-books

  • whitepapers

  • checklists

  • webinars

  • blog articles with lead magnets

b) Search engine marketing (SEO/SEA)

Through Google, users can specifically search for solutions. Those who are visible here – organically or through ads – generate qualified traffic, from which leads emerge.

c) Social media ads

Facebook, Instagram, LinkedIn & Co. provide powerful tools for targeted lead generation, e.g., through:

  • lead ads (form directly on the platform)

  • clicks on landing pages

  • messenger dialogues

d) Landing pages and forms

A well-designed landing page with a clear call-to-action (CTA) is essential. The easier the path to registration, the higher the conversion.

e) Newsletter sign-ups

The classic: Users voluntarily sign up for emails – e.g., for news, discounts, or exclusive content.

f) Lead magnets

A lead magnet is a free offer provided in exchange for contact data. Examples:

  • free template

  • discount code

  • mini course

  • industry study

5. Lead nurturing: From interest to customer

A lead alone does not generate revenue. The art lies in lead nurturing – systematically supplying interested parties with relevant information to build trust and guide them towards a purchase decision.

Typical measures:

  • automated email sequences (e.g., welcome series)

  • personalized content based on interests

  • retargeting via social media or Google Ads

  • qualified consultation (e.g., by sales team)

Goal: To address the lead at the right time with the right content – without being too pushy.

6. Lead scoring and qualification

Not every lead is equally valuable. To work efficiently, lead scoring helps: Leads are assigned point values based on their behavior, interest, and fit with the target group.

Example criteria:

  • Email opened: +5 points

  • Product page visited: +10 points

  • Demo requested: +20 points

  • wrong industry: -10 points

This way, marketing and sales can decide which leads should be contacted first – and which may need more time to mature.

7. Tools for lead generation and management

► Lead generation

  • HubSpot (forms, pop-ups, ads)

  • Mailchimp (landing pages, email capture)

  • Unbounce, Instapage (landing page builders)

  • Facebook Lead Ads

  • Google Ads (lead form extension)

► Lead management / CRM

These tools allow:

  • central data storage

  • automation of email workflows

  • integration into sales teams

  • tracking the customer journey

8. Data protection in lead generation

Particularly in Europe, it applies: Data protection is mandatory. The GDPR stipulates that personal data may only be processed with explicit consent.

Important aspects:

  • double opt-in for emails

  • clear information about data use

  • option to withdraw

  • privacy policy on the website

Tip: Transparency builds trust – and trust is a currency in lead marketing.

9. Typical mistakes in lead generation

  • Requesting too much information at once (forms with 10+ fields)

  • No concrete added value (lead magnet too weak)

  • Missing follow-up communication

  • Leads are not qualified

  • No alignment between marketing and sales

Effective lead marketing means: relevance, timing, personalization, and a clear process.

10. Conclusion: Leads as strategic capital

Leads are not just numbers in a CRM system in digital marketing – they are potential customer relationships that need to be nurtured and developed. Those who succeed in turning anonymous traffic into qualified leads and systematically caring for them will build long-term competitiveness.

Whether through content, ads, SEO, or social media: The path to successful lead acquisition begins with a deep understanding of the target audience and ends with an excellent customer experience.

Local SEO

Local SEO is a subfield of search engine optimization that focuses on improving a business's visibility in local search results. The goal is to reach potential customers in the immediate vicinity of a business or service provider online. Local SEO is crucial for small and medium-sized businesses with a physical location—such as restaurants, craft businesses, doctors, or hairdressers—to establish themselves in the digital competition.

A central element of local search engine optimization is the Google Business Profile (formerly known as “Google My Business”). Here, businesses can enter information such as address, opening hours, phone number, website, and photos. A fully and correctly filled-out profile improves the chances of being displayed in Google's so-called “Local Packs”—these are the map entries that appear at the top of local searches like “bakery nearby.”

Other important factors for Local SEO include local keywords, e.g., “dentist Munich,” as well as NAP consistency (Name, Address, Phone Number), which should be indicated the same way across all online directories. Reviews also play a central role: Many positive Google reviews not only increase user trust but also improve rankings in local search queries.

Moreover, local backlinks, or links from regional websites or media, help to increase Google's trust. Technically speaking, the business website should also be mobile-friendly and load quickly, as many local search queries take place via smartphones.

Overall, Local SEO enables businesses to specifically target customers on-site, strengthen their online presence, and differentiate themselves from competitors—especially in an increasingly digital world. Do you have a specific business or industry in mind?

M

Marketing Automation

Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.

Mentions

In the age of digital communication, "mentions" have become a central element of successful marketing strategies. They provide brands with a means to monitor, analyze, and actively shape their visibility, reach, and reputation. In this text, we take a comprehensive look at the role of mentions in digital marketing, their various types, analytical methods, and practical strategies for their use.

What are Mentions?

Mentions are named references to a brand, product, company, or person on the internet. These can appear in various contexts – in social media, blogs, forums, reviews, or news articles. They serve as digital traces that show how often and in what context a company or term is mentioned.

Types of Mentions

  1. Direct Mentions (Tagged Mentions)

    A direct mention occurs when a user explicitly tags a brand with a "@", e.g., @Nike in a tweet. This type of mention is easy to identify and is displayed as a notification by most social networks.

  2. Indirect Mentions (Untagged Mentions)

    Here, the brand is mentioned but not tagged. For example: "I love my new Nike shoes." These mentions are harder to track but often require more attention as they are authentic and not intended for direct dialogue.

  3. Positive, Neutral, and Negative Mentions

    The tone of a mention plays a significant role. Sentiment analysis helps understand whether a brand is mentioned in a positive or negative context.


Why are Mentions Important?

1. Monitoring Brand Reputation

Mentions help companies recognize how they are perceived. Negative comments can be detected early and defused through crisis communication.

2. Promoting Customer Dialogue

Social listening allows brands to respond to customer feedback in real-time – whether it’s praise, criticism, or questions. This actively promotes customer loyalty.

3. Influencer Identification

By analyzing mentions, it can be determined who frequently and influentially speaks about a brand – a valuable source for influencer marketing.

4. Competitive Analysis

Not only are the company's own mentions interesting – how often and in what tone competitors are mentioned also provides insights into market positions and trends.

5. Measuring Campaign Success

Mentions before, during, and after a campaign can provide insights into reach and resonance. Peaks in mentions may indicate successful content or controversial topics.

Tools for Analyzing Mentions

Manually monitoring the entire internet is unrealistic. Therefore, there are specialized tools that capture, analyze, and visually represent mentions:

  • Brandwatch

  • Hootsuite

  • Mention

  • Talkwalker

  • Google Alerts (Basic version)

  • BuzzSumo

These tools provide functions such as sentiment analysis, real-time notifications, historical data, geographical filters, and cross-platform monitoring.

Strategic Use of Mentions in Digital Marketing

1. Proactive Social Listening

Social listening is more than just monitoring. It means listening, interpreting, and acting strategically. For example, an increase in positive mentions about a new product line may indicate a market gap – or negative feedback about a feature may signal optimization potential.

2. Community Engagement

Responding to mentions boosts customer loyalty. Especially in social media, users expect a quick and authentic response. Even replying to neutral or slightly critical comments shows presence and builds trust.

3. Crisis Prevention and Management

Early detection of negative trends can be crucial. A crisis often begins with a few critical mentions that then go viral. Companies that act early can mitigate damage.

4. Deriving Content Strategy

Mentions show which topics, terms, or products are currently resonating well with the target audience. This data can be used for content planning: e.g., blog posts, FAQ content, videos, or social media campaigns.

5. Evaluating Campaign Hashtags

Mentions surrounding specific hashtags provide insights into how well a campaign is performing. The number of mentions and their reach are important KPIs.

Mentions in the Context of SEO and PR

Mentions are also relevant for search engine optimization (SEO), particularly unlinked brand mentions. According to its statements, Google increasingly considers these as "implicit links" that can contribute to brand authority. The more often a brand is mentioned positively, the better it can affect rankings and visibility.

In PR, mentions are essential for evaluating the impact of press releases, guest contributions, or media collaborations. Tools like Meltwater or Cision allow for a connection between PR and digital marketing metrics through mentions.

Best Practices for Handling Mentions

  • Optimize Response Time: Users generally expect feedback within hours – especially regarding problems.

  • Avoid Standard Responses: Authenticity beats speed. Responses should be personal and context-specific.

  • Clarify Team Responsibilities: Who responds to mentions? Customer service, social media team, or PR department?

  • Consistent Tone: The brand tone should be uniform to avoid confusion.

  • Establish Monitoring Routines: Daily or weekly monitoring helps ensure nothing is overlooked and trends are identified early.

Case Studies for Effective Use of Mentions

1. Deutsche Bahn

The train service uses mentions for direct customer communication on Twitter. Many users comment in real-time about delays or problems – the train service responds quickly, politely, and solution-oriented.

2. Nike

Nike identifies trends in the sneaker sector through mentions and utilizes these insights for targeted product launches and influencer collaborations.

3. IKEA

When IKEA picked up a viral meme about self-assembly and integrated it into its communication, a positive PR effect was created – based on the observation and creative use of mentions.

Conclusion

Mentions are much more than just references in digital marketing – they are valuable indicators of brand sentiment, customer satisfaction, and market position. Analyzed and used correctly, they can not only minimize reputational risks but also uncover new opportunities. Companies that strategically utilize mentions gain a deep understanding of their target audience and sustainably strengthen their digital brand presence.

Meta Description

The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.

O

Off-Site SEO

Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.

On-Site-SEO

On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.

P

PDP

PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.

Performance Marketing

Performance Marketing is a form of digital marketing that focuses on concrete, measurable actions (commonly known as “performances”). Examples include:

  • Clicks on ads

  • Conversions (e.g., purchases, registrations, downloads)

  • Leads (e.g., filled-out forms)

  • Engagements (e.g., comments, likes, shares)

The special thing about Performance Marketing is the data-driven optimization: Every step of the customer journey is tracked, evaluated, and subsequently improved. The goal is to achieve maximum efficiency from the marketing budget invested.

We do this every day and provide our clients with comprehensive support in the area of Performance Marketing. Feel free to reach out to us if you want to know more. Here’s a first glimpse into all the tools of Performance Marketing.

Features of Performance Marketing

1. Search Engine Marketing (SEA & SEO)

  1. Measurability: All measures can be precisely tracked based on KPIs (Key Performance Indicators).

  2. Transparency: Companies know where their customers come from, which channels perform well, and where there is a need for optimization.

  3. Targeted: Campaigns are aimed at clearly defined goals – such as increasing sales, generating leads, or app installations.

  4. Result-oriented: Payment is often made only upon success (e.g., clicks or conversions), which reduces risk.

Important Channels in Performance Marketing

  • SEA (Search Engine Advertising):

    Paid ads on search engines (e.g., Google Ads). Users are directly addressed when they search for relevant terms.

  • SEO (Search Engine Optimization):

    Organic measures to be better found in unpaid search results. Not a classic performance channel in the narrower sense, but important for long-term results.

2. Social Media Advertising

Platforms like Facebook, Instagram, LinkedIn, TikTok, or X (Twitter) offer powerful targeting options. Companies can run campaigns aimed at reach, interaction, or conversion.

3. Display Advertising

Ad banners on websites or in apps. Display ads are well suited for retargeting and brand awareness, but can also be optimized for conversions.

4. Affiliate Marketing

In this model, companies partner with affiliates (publishers) who promote their products or services. Payment is usually performance-based – e.g., per sale or lead.

5. Email Marketing

Emails also count towards Performance Marketing when used purposefully and when results (e.g., open rates, clicks, conversion rates) are measured and optimized.

6. Influencer Marketing (performance-oriented)

Cooperations with influencers can also be performance-based, e.g., via tracking links, discount codes, or pay-per-sale agreements.

Key Performance Indicators (KPIs)

Success in Performance Marketing is made measurable through clear KPIs:

  • CTR (Click-Through Rate): Ratio of clicks to impressions

  • CPC (Cost-per-Click): Cost per click on an ad

  • CPA (Cost-per-Acquisition): Cost per conversion

  • Conversion Rate: Proportion of users who perform a desired action

  • ROAS (Return on Ad Spend): Ratio of revenue to advertising costs

  • CLV (Customer Lifetime Value): Value of a customer over the entire customer relationship

These metrics help optimize campaigns purposefully and use budgets effectively.

Advantages of Performance Marketing

1. Cost Efficiency

Those who only pay when an action occurs (e.g., click or purchase) take on a manageable risk. Particularly attractive for SMEs.

2. Measurability & Transparency

All activities are measurable in real-time. You know exactly which ad on which channel generates what return.

3. Targeted Deployment

Targeting options allow for addressing precisely defined target groups based on interests, age, location, behavior, etc.

4. Flexibility and Scalability

Campaigns can be paused, adjusted, or expanded at any time. Advertising budgets can be dynamically allocated to the best channels.

5. Quick Results

Performance marketing measures usually deliver first results within a very short time – ideal for short-term sales actions or product launches.

Challenges in Performance Marketing

1. High Competitive Pressure

Depending on the industry, click prices (e.g., on Google Ads) can quickly become expensive. If not optimized correctly, you burn your budget.

2. Complexity

Successful Performance Marketing requires know-how in many areas: analysis, tracking, ad copy, design, targeting, A/B testing, etc.

3. Dependence on Platforms

Many measures run through third-party providers like Google or Meta - changes in algorithms or ad policies can significantly impact performance.

4. Data Protection & Tracking Restrictions

Due to data protection regulations (GDPR, ePrivacy, iOS tracking restrictions), gathering user data is becoming increasingly difficult.

Performance Marketing Strategy: Here’s How

1. Goal Definition

What do you want to achieve? (e.g., 1,000 newsletter sign-ups, 500 sales, 20% more app installs)

2. Target Audience Analysis

Who is the target audience? What needs, channels, and digital touchpoints are there?

3. Channel Selection

Which channels are best suited to reach the target audience?

4. Ad Design

Ads must stand out, communicate a clear benefit, and urge action (call to action).

5. Tracking & Setup

Google Analytics, Meta Pixel, conversion tracking: without technical setup, optimization and success measurement are hardly possible.

6. Testing & Optimizing

A/B tests, segment analyses, and continuous budget reallocations are crucial for long-term success.

Performance Marketing vs. Branding


Criterion

Performance Marketing

Branding

Goal

Measurable actions (click, purchase, lead)

Brand awareness, trust

Time Horizon

Short to medium-term

Long-term

Budget Focus

Direct performance

Long-term brand building

Measurability

High

Low (often indirect)

Channels

Search engines, social ads, affiliate, etc.

TV, print, PR, YouTube, branding campaigns

Ideally, both complement each other: Branding strengthens trust, while Performance ensures measurable results.

Conclusion

Performance Marketing is today a central component of modern marketing strategies. It allows companies of all sizes to deploy their budgets purposefully where they demonstrably have an impact. The data-driven approach, combined with flexible campaign management, ensures that resources are used efficiently – and that payment is only made for real results.

Those who want to succeed in Performance Marketing need a good understanding of target audiences, channels, data analysis, and creativity. The great strength lies in measurability and optimizability – but that also requires continuous attention, know-how, and technical setup.

Whether for lead generation, sales increase, or customer retention – Performance Marketing provides the right tools for concrete successes in the digital world.

Persona

Personas in Marketing – Making Target Groups Tangible

A persona is a fictional but realistic profile that describes a typical representative of a target group. In marketing, sales, and product development, it serves to better understand customer groups, anticipate their needs, and more effectively tailor communication and offerings. Personas are a central element of user-centered strategies – particularly in content marketing, UX design, and inbound marketing.

A well-developed persona includes far more than just demographic data. It encompasses among other things:

  • Name, Age, Profession, Education

  • Goals, Challenges, Wishes

  • Buying Behavior, Decision Processes

  • Media Usage and Information Sources

  • Typical Quotes or Statements

  • Values and Attitudes

Example: “Lisa, 35, Marketing Manager in a medium-sized company, uses LinkedIn for professional development, values efficiency, prefers digital solutions, and gathers information about purchasing decisions from industry blogs and recommendations.”

Through personalization, an emotionally tangible image of the target group emerges. Teams can better empathize with their customers, create more targeted content, and develop products and services precisely. Moreover, personas facilitate cross-departmental coordination – marketing, sales, and product management talk about the same “customer.”

Personas are ideally based on real data: customer interviews, surveys, web analyses, or CRM data. They should be regularly updated and adapted to market changes.

It is important to note: personas are not stereotypes. They should be representative and realistic – not idealized. Often, several personas are developed for different segments, e.g., decision-makers, users, or influencers in a B2B context.

In conclusion: personas make target groups tangible, foster empathy within the team, and enable more precise marketing measures – an indispensable tool in customer-oriented communication.

Personalization

Personalization in Marketing – Relevance Creates Impact

Personalization in marketing means tailoring content, offers, and communication specifically to individual people or specific target groups. The goal is to provide the customer with exactly what interests them in their current situation or what fits their behavior – thereby increasing relevance, engagement, and conversion.

In the digital world, customers are increasingly expecting tailored experiences. A personal address in the newsletter, product recommendations based on previous purchases, or dynamically adjusted website content are just a few examples of personalized marketing. Studies show: Personalized campaigns achieve higher open, click, and conversion rates than generic measures.

The foundation of personalization is data. Through CRM systems, web tracking, social media interactions, and purchase histories, companies gather valuable information about their customers. This data is used to form segments, plan individual customer journeys, or control automated marketing processes – e.g., through marketing automation tools like HubSpot, Mailchimp, or Salesforce Marketing Cloud.

A simple example: An online store sends a customer who recently bought running shoes targeted tips for care, suitable socks, or offers for running apparel. Another customer who abandoned their purchase receives a reminder or a voucher for reactivation.

It is important to handle data responsibly in accordance with the GDPR. Transparency, consent, and data protection must always be ensured.

Conclusion: Personalization is not a nice extra but a crucial success factor in modern marketing. It leads to better customer experiences, stronger brand loyalty, and more effective campaigns. Those who understand their customers and address them individually clearly stand out in the competitive landscape.

Pillar Page

Pillar Page – The Heart of an Effective Content Strategy

A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.

The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".

This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.

A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.

Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.

Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.

PIM system

PIM System - Central Management of Product Information

A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.

The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.

Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.

A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.

Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.

In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.

Post-Production

Post-Production – The Creative Finishing Touch After Filming

The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.

Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:

  1. Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.

  2. Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.

  3. Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.

  4. Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.

  5. Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.

  6. Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.

  7. Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.

Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.

In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.

Product Title

Product Title in Marketing – The First Impression Counts

Product titles are much more than mere labels in marketing – they are the first touchpoint between the product and potential customers. A good product title can capture attention, foster interest, and trigger the purchase impulse. Especially in e-commerce and on marketplaces like Amazon, eBay, or Etsy, product titles play a crucial role in visibility, click-through rate, and conversion.

An effective product title serves multiple functions:

  • Clarity: The title should clearly describe the product. Customers must immediately recognize what it is about.

  • Relevance: Important keywords – that is, terms customers are searching for – should be integrated to be better found in search engines and shop search functions.

  • Attractiveness: An appealing title emotionally engages the target audience and highlights the benefits.

  • Structure: Especially with extensive assortments, structured titles with defined components (e.g., brand, product type, main feature, size/color) are helpful.

Example: “Nike Air Max 270 Men's Sneakers – breathable, black, size 44”

This title contains the brand, model, target group, a benefit promise (breathable), the color, and the size – ideal for both humans and machines.

Errors to avoid: overly general terms, keyword stuffing, unnecessary special characters, or irrelevant information. Also, overly long titles can appear cluttered or be cut off in mobile views.

Product titles should be regularly reviewed and tested – for example, through A/B testing or performance analyses. Because small optimizations can have a big impact on click rates and sales.

Conclusion: The product title is a central element in the digital sales process. Those who formulate it precisely, search-engine-friendly, and target group-oriented secure decisive advantages in the competitive environment.

Website Programming

In digital marketing, the website is the central point of contact for customers, prospects, partners, and the public. It serves as a digital business card, sales platform, information source, and communication interface. To effectively fulfill these roles, it must not only be visually appealing but also function technically without issues. The website programming provides the foundation for this. This article will illuminate the role that programming plays in digital marketing, the requirements it must meet, and the technologies, methods, and trends involved.

1. The Role of the Website in Digital Marketing

The website is often the first point of contact between companies and their target audience. Almost every action in digital marketing—whether search engine advertising, social media campaigns, or email marketing—ultimately aims to drive visitors to the company's website.

A professional web presence can:

  • Build trust and increase credibility

  • Present products and services attractively

  • Generate conversions (e.g., purchases, contact inquiries, newsletter subscriptions)

  • Collect data for analysis and optimization (tracking, A/B testing)

  • Communicate brand identity

For all this to succeed, the website must be technically well-developed and strategically thought out.

2. What Does Website Programming Mean?

Website programming refers to the technical implementation of web designs and functions using programming languages and frameworks. It encompasses both the frontend (everything users see and interact with) and the backend (data processing, server logic, interfaces).

Frontend Programming

The frontend is responsible for presentation and interaction. Typical technologies:

  • HTML: Structuring of content

  • CSS: Design and layout

  • JavaScript: Interactive elements (e.g., sliders, pop-ups, animations)

  • Frameworks & Libraries: React, Vue.js, Angular, Bootstrap


Backend Programming

The backend processes forms, manages databases, and delivers content. Important technologies:

  • Programming languages: PHP, Python, Java, Ruby, Node.js

  • Databases: MySQL, PostgreSQL, MongoDB

  • Frameworks: Laravel (PHP), Django (Python), Express (Node.js)

  • APIs: Connecting external services (payment providers, CRM systems)

3. Requirements for a Marketing-Oriented Website

For a website to achieve its marketing goals, it must meet certain criteria. Mere functionality is not enough—performance, usability, and conversion optimization are crucial.

a) Search Engine Friendliness (SEO)

Already during programming, SEO-relevant aspects must be considered:

  • Clean, semantic HTML code

  • Fast loading times (page speed)

  • Responsive design (mobile optimization)

  • Structured data (Schema.org)

  • Meta tags, H1-H6 structure, alt texts

b) Conversion Optimization (CRO)

Technical measures to increase conversion rates:


  • Clearly visible call-to-actions (CTAs)

  • Easy-to-use forms

  • Logical user guidance (UX)

  • A/B testing possibilities

  • Tracking integration (Google Analytics, Tag Manager)

c) Security

Secure websites build trust and protect sensitive user data:

  • HTTPS encryption

  • Protection against SQL injection, XSS, CSRF

  • Secure forms and authentications

  • GDPR-compliant storage and processing of user data

d) Performance

Especially in the mobile arena, speed is crucial:

  • Compressed images and resources

  • Lazy loading

  • Caching mechanisms

  • Minimized code

4. CMS or Custom Programming?

An important decision in website development is the choice between a Content Management System (CMS) like WordPress or a custom development.

Advantages of CMS Systems (e.g., WordPress, Typo3, Joomla):

  • Faster development

  • Lower costs

  • Easy content editing by non-tech users

  • Large community, many plugins

Advantages of custom programming:

  • Maximum flexibility

  • Higher performance and security

  • Custom functions

  • Better scalability

The choice heavily depends on the project scope, budget, and long-term goals.

5. Responsive Design and Mobile First

Mobile usage dominates: over 60% of website traffic now occurs via smartphones and tablets. Therefore, website programming must follow the principle of “Mobile First”—which means:

  • Optimization for small displays and touch interaction

  • Mobile navigation (e.g., burger menu)

  • Adjusted loading times for mobile networks

  • Avoidance of non-mobile-compatible technologies (e.g., Flash)

Responsive design is implemented in HTML/CSS through media queries and is now standard.

6. Technical Tools for Marketing Integration

A modern website must not only look good but also integrate marketing tools:

  • Tracking & analysis: Google Analytics, Matomo, Hotjar

  • Tag management: Google Tag Manager for flexible integration of marketing scripts

  • CRM integration: Automatic data import into systems like HubSpot, Salesforce

  • Newsletter tools: Interfaces for Mailchimp, Brevo, CleverReach

  • Retargeting: Pixels from Facebook, Google Ads, etc.

The clean integration of these tools is part of the programming and a prerequisite for data-driven marketing.

7. Trends in Web Development for Marketing

The digital world is constantly changing. Here are some trends that significantly influence marketing:

a) Headless CMS

Separation of backend and frontend—content is provided via APIs, and the frontend is freely customizable. Advantage: more flexibility, performance, and cross-channel use.

b) Progressive Web Apps (PWA)

Websites with app features like offline use, push notifications, and fast loading times—perfect for mobile marketing strategies.

c) Serverless & JAMstack

Modern architecture with static pages, dynamic logic via APIs—fast, secure, and scalable.

d) Accessibility

Inclusive web design is becoming increasingly important—for both ethical considerations and legal compliance.

8. Conclusion

Website programming is a central component of digital marketing. It determines visibility, user-friendliness, conversion success, and scalability of marketing measures. Those who prioritize quality, performance, and strategy from the outset create a sustainable competitive advantage.

A modern website is not a static construct but a dynamic marketing tool that must be continuously analyzed, optimized, and developed—at the core of which lies thoughtful programming.

R

Rebranding

Rebranding refers to the strategic process by which a company, product, or brand receives a new appearance. This may involve the logo, name, colors, design, but also the positioning or brand message. The goal is to change the perception by customers, partners, or investors and make the brand more relevant, modern, or credible.

There are many reasons for a rebranding. It often occurs after mergers to unify several brands under a consistent appearance. Image problems, changing target groups, or new strategic directions can also be triggers. Technological changes, international expansion, or simply outdated designs are other typical reasons.

However, a rebranding is not a cosmetic intervention, but a complex process. It starts with a thorough analysis of the existing brand identity, target groups, and market environment. This is followed by the conception of a new brand strategy and creative implementation, for example, in the form of a new logo or slogan. Equally important is internal communication: employees must understand and embody the new brand to authentically represent it outwardly.

A successful rebranding combines continuity with innovation. It preserves the values and strengths of the old brand while not closing itself off from change. At the same time, it carries risks—especially when the change is not communicated understandably or is not accepted by customers.

Therefore, transparency is crucial: those who explain why something is changing and what benefits the change brings gain trust. Good rebranding strengthens the brand in the long term—both visually and emotionally.

dietz.digital has also just implemented a rebranding.

Editorial plan

In the fast-paced world of social media, thoughtful planning is the be-all and end-all of sustainable success. Companies, organizations, and even individuals who want to use social media strategically cannot do without a editorial plan. An editorial plan in social media is more than just a schedule – it is a tool for structuring content, organizing resources, and targeted communication with the target audience. This article explains what a social media editorial plan is, why it is important, how to create it, and what tools and best practices are available.

1. What is a social media editorial plan?

A social media editorial plan is a strategic planning tool that defines which content, when, on which channels, and with what goal will be published. It includes the planning of postings, stories, reels, videos, livestreams, and other formats over a defined period – usually weekly or monthly.

In addition to the content, details such as the following are often documented:

  • media used (e.g., image, video, link),

  • responsibilities within the team,

  • target audience,

  • call-to-action (CTA),

  • hashtags, and

  • publication time

are recorded.

2. Why is an editorial plan so important?

a) Consistency

Regular, planned content ensures recognizability, strengthens the brand, and keeps the community active.

b) Efficiency

Instead of daily ad-hoc posting, planning and preparation are bundled – saving time and resources.

c) Overview

A plan shows at a glance what happens when – ideal for coordination within the team or with clients.

d) Quality assurance

Through pre-planning, content can be checked, coordinated, and optimized before going live.

e) Goal orientation

A plan helps to keep communication goals in mind – whether it’s reach, interaction, or sales.

3. The fundamentals of an editorial plan

Before filling the calendar, a strategic foundation is needed. This should include the following points:

a) Target audience analysis

Who do I want to reach? What platforms does my target audience use? What content works?

b) Platform strategy

Different platforms require different approaches:

Instagram = visual, TikTok = short and entertaining, LinkedIn = professional, Facebook = community-oriented, etc.

c) Content pillars

Categories of content that occur regularly – e.g.:

  • Inform (industry news, tips)

  • Entertain (memes, quotes, storytelling)

  • Sell (product introductions, promotions)

  • Inspire (success stories, customer opinions)

  • Interact (polls, quizzes, comments)


4. How to create an editorial plan – step by step

1. Define the time period

Plan at least four weeks in advance; ideally, three months for a rough overview and one month worked out in detail.

2. Define goals

What should be achieved?

  • Increase reach

  • Increase follower count

  • Generate leads

  • Build image

  • Activate community

3. Determine channels

Examples:

  • Instagram

  • Facebook

  • LinkedIn

  • TikTok

  • Pinterest

  • YouTube

  • X (formerly Twitter)

4. Establish posting frequency

How often will posts be made on which channel? Example:

  • Instagram: 4 posts + 3 stories per week

  • LinkedIn: 2 posts per week

  • TikTok: 2 videos per week

5. Collect content ideas

Use brainstorming, keyword research, customer feedback, or content gap analyses.

6. Prepare content

  • Write texts

  • Create or choose images

  • Edit videos

  • Define hashtags and emojis

  • Provide links

7. Schedule posts

Enter all content into the editorial plan – including date, time, format, channel, responsibility, and status (planned / created / published).

5. Example of a social media editorial plan (excerpt)


Date

Channel

Format

Topic

Goal

Responsible

Status

01.06.25

Instagram

Image post

"Behind the Scenes"

Trust

Anna

planned

03.06.25

LinkedIn

Text/Link

Expert article on the industry

Expert status

Tom

in progress

05.06.25

TikTok

Video

Trend with product

Attention

Julia

published

07.06.25

Facebook

Poll

"What is your favorite?"

Engagement

Max

planned

6. Useful tools for planning and implementation

Planning tools

  • Trello or Asana – task planning in the team

  • Excel or Google Sheets – simple, flexible spreadsheet solution

  • Notion – versatile and individually customizable

Automation and Publishing

  • Meta Business Suite (Facebook, Instagram)

  • Later – visual planning and scheduling

  • Hootsuite – multichannel tool

  • Buffer – simple management of multiple accounts

  • Canva Pro – combined planning & design

  • HubSpot – CRM integration

7. Best practices for the editorial plan

a) Maintain flexibility

A plan is not a rigid construct. Current events or trends may require spontaneous changes.

b) Recycle content

A blog post can be used as an info post, story, quote graphic, or video on various channels.

c) Integrate analysis

Regularly incorporate performance data:

  • Which content performed well?

  • What received many comments?

  • When was the best posting time?

This allows the plan to be continuously optimized.

d) Establish editorial rounds

Regular meetings within the team provide fresh ideas, quality assurance, and clarity of responsibility.

8. Common mistakes and how to avoid them

❌ Posting too much at once

Instead of quantity, relevance counts. Better to post less but targeted and high-quality content.

❌ Missing target audience engagement

If content is not adjusted to the needs of the target audience, it loses its effectiveness.

❌ No call-to-action

"What should the user do?" – Always set a clear call to action!

❌ Only promotional instead of value-oriented

80% content with value, 20% advertisement – this rule of thumb pays off in the long term.

9. Conclusion

A social media editorial plan is the backbone of successful digital communication. It creates structure, saves time, and increases the quality of content. Whether small business, corporation, or individual – anyone looking to build their social media activities sustainably and purposefully should not operate without a plan.

A good editorial plan is strategic, realistic, target audience-oriented, and dynamically. It grows with the brand, the team, and experiences. It is not an end in itself, but a central tool on the path to more visibility, interaction, and success on social media.

Reels

In the world of digital marketing, video formats are becoming increasingly important. In particular, Reels, the short video format from Instagram (now also available on Facebook), have become a powerful tool for brands, companies, and content creators. Originally introduced as a response to TikTok, Reels are now a central component of many social media strategies. This article highlights why Reels are so effective in digital marketing, how to use them strategically, and what best practices to consider.

1. What are Reels?

Instagram Reels are vertical short videos with a length of up to 90 seconds (formerly 15 to 60 seconds), which can be created and edited directly within the Instagram app. They offer a variety of creative options through:

  • Music and sound effects

  • Filters and augmented reality elements

  • Text overlays

  • Slow motion and cuts

  • Transitions and stickers

Reels appear in one's own feed, on the Reels discovery page, and in the Explore section, which can give them a high organic reach.

2. Why are Reels so important in Digital Marketing?

a) High Reach

Instagram actively promotes Reels within its algorithm. Users who regularly post Reels can significantly increase their organic visibility – even without paid advertising.

b) Strong User Engagement

Short, entertaining videos particularly attract younger target groups. They offer high interaction rates (likes, comments, shares, saves).

c) Storytelling Potential

Reels allow brand messages to be told in a creative and emotional way – ideal for Brand Building.

d) Competitiveness

Reels are now part of a modern content strategy. Those who do not use them lose presence against competitors.

3. Reels vs. Other Formats


Format

Duration

Purpose

Platform Distribution

Reels

15–90 seconds

Reach, storytelling

Instagram, Facebook

TikTok Videos

up to 10 minutes

Entertainment, virality

TikTok

YouTube Shorts

up to 60 seconds

Visibility, branding

YouTube

Story

15 seconds (single clip)

Everyday, intimacy, timeliness

Instagram, Facebook, Snapchat

Feed Post

unlimited

Information, evergreen

Instagram, Facebook

Conclusion: Reels combine the advantages of TikTok videos (speed, entertainment) with the brand advantage of Instagram (existing community, integration into one's profile).

4. Use Cases for Reels in Digital Marketing

a) Product Presentations

Reels can stage new products emotionally – e.g., in 15 seconds with music, cuts, and a wow effect.

b) Behind-the-Scenes

Transparency builds trust. Show your team, processes, or everyday work life.

c) Tutorials & How-tos

Simple instructions, tricks, or tips in a compact form enhance value and promote engagement.

d) Customer Opinions & Testimonials

Show real users sharing their experiences – authentic and credible.

e) Entertainment & Trends

Use viral sounds, memes, or challenges to build reach in an entertaining way.

f) Events & Promotions

Reels are perfect for highlighting upcoming events, discounts, or campaigns.

5. Best Practices for Successful Reels

1. Capture Attention in the First 3 Seconds

Use a strong opening: question, hook, surprise – otherwise, users will swipe away.

2. Use Vertical Format & Fullscreen

Reels should be created in 9:16 format – optimized for smartphones.

3. Text Overlays & Subtitles

Many users watch without sound. Text increases understandability and accessibility.

4. Use Trendy Sounds

Using current music or audio trends can greatly enhance visibility.

5. Include a CTA

Whether "Link in Bio", "Comment Now" or "Save for Later" – Reels should include a call to action.

6. Reuse & Crosspost

Use Reels on TikTok, Facebook, or YouTube Shorts as well – paying attention to platform specifics.

6. Reels and the Algorithm

Instagram favors Reels that:

  • achieve high view numbers and watch time

  • are frequently liked, commented, or shared

  • contain original content (no reposts from TikTok with watermarks)

  • use relevant hashtags

  • are posted regularly (at least 2–3 times a week)

Tip: Publish Reels at times when your target audience is particularly active – this increases the likelihood of viral spread.

7. Reels as Part of the Content Strategy

Individual Reels are good, but a consistent Reels concept is better. This requires:

  • Content pillars (e.g., info, entertainment, brand)

  • Editorial plan with topics and publication dates

  • Recurring formats (e.g., "Friday Facts", "Monday Motivation")

  • CI-compliant design: logo, color world, typography

It is important to connect with other measures – such as email marketing, the website, or e-commerce.

8. Reels Ads: Reels as an Advertising Format

Since 2021, Reels can also be used as paid advertisements. The advantages:

  • Placement in the Reels feed of potential customers

  • Interactive functions remain (like, comment, share)

  • Targeting specific audiences like other Instagram Ads

Ideal for:

  • Building reach

  • App downloads

  • Product launches

  • Event promotions

Keep in mind: The style should appear organic – like a "normal" Reel and not like a classic commercial.

9. Key Performance Indicators (KPIs) for Reels

The most important metrics for evaluating Reels in marketing are:

  • Views – How many times was the video viewed?

  • Watch Time – How long do users watch the Reel on average?

  • Engagement Rate – Sum of likes, shares, comments, saves

  • Follower Growth – Did the Reel bring in new followers?

  • Traffic & Conversions – Does the Reel lead to website visits or purchases?

Tip: Use Instagram Insights or external tools (e.g., Hootsuite, Later) for detailed analyses.

10. Challenges & Tips

❌ Mistake: Appearing Too Promotional

Users expect entertainment. Advertising should be subtly packaged – e.g., in the form of a storytelling reel.

❌ Mistake: No Recognizability

Pay attention to branding elements to link your Reels with your brand.

❌ Mistake: No Consistency

One viral reel doesn’t do much. What matters is regularity and strategy.

✅ Tip: Encourage Reactions

Ask questions, engage the community ("Your turn!", "What do you think?"), encourage interaction.

✅ Tip: Learn from Competitors

Observe successful creators or competitors – what works for them?

Conclusion: Reels – A Must-Have in Modern Marketing

Reels are more than just a trend – they are a powerful instrument in the digital marketing mix. With minimal effort, creative content with high reach can be produced. For businesses and brands, they provide the opportunity to present themselves as approachable, creative, and authentic.

Those who use Reels regularly and strategically benefit from:

  • more visibility

  • higher engagement

  • better customer loyalty

  • modern image

Whether fashion brand, craft business, or software company – Reels work in almost every industry. The prerequisite is a thoughtful concept, continuous implementation, and the willingness to engage with a dynamic format.

Reach

Reach is a central concept in marketing and describes the number of people who are potentially or actually reached by a specific advertising message, post, or campaign. It indicates how many people have perceived a brand, a product, or information – whether through social media, email, websites, print media, or other channels.

One distinguishes between organic reach and paid reach.

  • Organic reach arises from unpaid content, e.g. social media posts, blog articles, or recommendations. It usually grows more slowly, but is often more credible.

  • Paid reach is generated through advertising (e.g. Google Ads, Facebook Ads). It can quickly achieve high reach, but is associated with costs and requires good targeting.

Another important concept is viral reach, where content finds a large, often unexpected distribution through sharing, liking, or commenting. This form plays a significant role in social media marketing.

However, reach alone is not a guarantee of success. Decisive is the qualitative reach – whether the right target groups are being addressed. A post with high reach but without engagement or conversion brings little value. Therefore, reach is often considered together with other metrics like impressions, click-through rate (CTR), or engagement rate.

For companies, the continuous increase of reach is an important goal to build brand awareness, acquire customers, and secure competitive advantages. Strategies for increasing reach include, among others, content marketing, search engine optimization (SEO), influencer collaborations, or targeted advertising campaigns.

In short: Reach is the foundation of every successful marketing communication – but only effective when used purposefully and sensibly.

Responsive

Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.

ROI

ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.

S

Sales Strategy

A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.

Salesforce

Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT) – The Real Product Experience After Purchase

The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.

In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.

Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.

For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.

Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.

Semrush

In today's digital world, it is essential for businesses to be visible online. The competition is fierce, and without an effective search engine optimization (SEO) strategy and paid advertising, potential customers will pass by your website. This is where Semrush comes into play – a powerful all-in-one tool that helps marketers, SEO specialists, content creators, and businesses analyze, improve, and expand their online presence.

What is Semrush?

Semrush is a SaaS platform (Software as a Service) founded in 2008. Originally launched as an SEO tool, Semrush has evolved into a complete marketing solution over the years. The platform offers over 55 tools for various areas of digital marketing, including:

  • SEO (Search Engine Optimization)

  • Content Marketing

  • Competitive Analysis

  • PPC (Pay-per-Click)

  • Social Media Management

  • Market Research

  • PR and Link Building

With a database of over 25 billion keywords, 43 trillion backlinks, and access to data from over 140 countries, Semrush is one of the most comprehensive tools on the market.

Key Features of Semrush

1. Keyword Research

Keyword research is at the heart of any SEO strategy. With Semrush, users can:

  • Analyze search volume, competition, and CPC (Cost-per-Click) for keywords

  • Get keyword suggestions for long-tail keywords

  • Identify questions and related search queries

  • Track search trends over time

Especially helpful is the Keyword Magic Tool, which provides thousands of ideas based on a main keyword – including filters by search intent, language, competition, and more.

2. Competitive Analysis

Semrush allows for deep insights into competitors' strategies. Through the Domain Overview Tool, users can analyze metrics such as:

  • Organic Traffic

  • Paid Traffic

  • Backlink Profile

  • Top Keywords

  • Visibility in Search Engines

This enables quick recognition of how competitors perform in search engines – and which keywords or content work well for them.

3. On-Page SEO and Website Audit

A technically sound website is crucial for good SEO. Semrush offers comprehensive site audits that uncover hundreds of technical errors, warnings, and suggestions, including:

  • Loading Times

  • Broken Links

  • Duplicate Content

  • Meta Tags and Alt Texts

  • Indexing Issues

After the scan, users receive concrete recommendations for addressing the issues.

4. Backlink Analysis and Link Building

Backlinks are a central ranking factor. Semrush analyzes a domain's backlink profile and provides information on:

  • Number and quality of incoming links

  • Referring Domains

  • Anchor Texts

  • New and Lost Links

The Link Building Tool assists in actively building backlinks, e.g., through targeted outreach campaigns.

5. Content Marketing Toolkit

Content marketing is closely linked to SEO. Semrush offers tools to assist in all phases of the content lifecycle:

  • Topic Research: Idea generation based on current trends

  • SEO Content Template: Guidelines for optimal content creation

  • Writing Assistant: Artificial intelligence to analyze text quality and SEO fit

  • Content Audit: Analysis of existing content regarding performance

These tools particularly help content teams create content that appeals to both users and search engines.

6. PPC and Ads Analysis

In addition to organic search, Semrush also supports the optimization of paid advertising. Features include:

  • Keyword Research for Google Ads

  • Analysis of competitors' ads

  • CPC Estimation

  • Ads Preview

  • Creation of Ad Texts

This not only saves budget but also helps target relevant audiences more effectively.

7. Social Media Management

With Semrush's Social Media Toolkit, users can:

  • Plan and publish posts on multiple platforms (e.g., Facebook, Instagram, LinkedIn)

  • View performance data (reach, engagement, follower growth)

  • Compare competitors on social media

Thus, Semrush also offers centralized control for social media activities – directly from the dashboard.

Pricing Models and Target Groups

Semrush offers three main plans:

  1. Pro – for freelancers and small teams

  2. Guru – for small and medium-sized businesses and agencies

  3. Business – for large companies with extensive requirements

All plans provide access to the essential tools but differ in data volume, user count, and advanced features such as historical data or content marketing modules.

A free trial allows interested parties to try Semrush before purchasing.

Advantages of Semrush

  • Extensive Data Base: Very precise and comprehensive SEO and marketing data

  • All-in-One Solution: No need to combine multiple tools

  • Regular Updates: Continuous additions and new features

  • Reliable Support: Tutorials, webinars, help center, and live support

  • Good User Interface: Intuitive and clear, even suitable for beginners

Disadvantages of Semrush

  • Cost: Relatively expensive compared to simple SEO tools

  • Complexity: The array of features can be overwhelming at first

  • Limitations on Lower Plans: Limited number of projects or reports

Conclusion: Who is Semrush Suitable For?

Semrush is suitable for:

  • SEO Professionals and Agencies who need detailed analyses and reports

  • Marketing Teams that want to work cross-channel (SEO, PPC, Social Media)

  • Content Strategists who wish to plan and optimize content based on data

  • Entrepreneurs and Startups aiming to grow strategically and improve their online strategy

For absolute SEO beginners, Semrush may initially seem complex, but with many training materials and its clearly structured setup, onboarding is quite feasible.

Summary

Semrush is much more than a SEO tool – it is a comprehensive platform for digital marketing. With its diverse functions and data sources, it is a valuable companion for anyone looking to be visible and successful on the internet. Despite the price, Semrush offers high value, especially through time savings, efficiency, and well-founded decision-making. Additionally, Semrush is continually being expanded for GEO.

dietz.digital works intensively with Semrush and offers full expertise on all topics related to this tool and opportunities in digital marketing as a Semrush partner.

SEO

SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.

SEO is divided into three main areas:

On-Page SEO

This involves everything that happens directly on the website. This includes:

  • Content: High-quality, relevant, and well-structured content that answers user questions.

  • Keywords: Important terms that users search for are targeted and integrated.

  • Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).

  • Meta Tags: Optimized titles and descriptions that are displayed in search results.

  • Pillar Page: Gateway page for overarching SEO content

Off-Page SEO

This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.

Technical SEO

This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.

SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.

In short:

SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.

Visibility

Visibility – The Key to Digital Success

Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.

A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.

Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.

But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.

Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.

Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.

Master data

Master data is fundamental, long-term valid information that is used in companies to identify and describe objects, people, or processes. It forms the basis for many business processes and remains stable over longer periods of time, in contrast to transactional data. Typical examples of master data include customer data (name, address, contact information), supplier data, product data (description, price, dimensions), or employee master data.

The quality of master data is crucial for the smooth running of operational and strategic business processes. Incorrect, duplicate, or outdated master data can lead to process disruptions, wrong decisions, or economic losses. Therefore, professional master data management is of great importance. It includes the maintenance, validation, standardization, and regular review of the data.

An important component is the unique identification – for example, through customer numbers, material numbers, or employee numbers. This allows data to be systematically collected, processed, and analyzed. Particularly in ERP systems (e.g., SAP), master data plays a central role, as almost all modules access it.

Moreover, master data gains strategic importance through digitalization and automation. They enable personalized offers, data-driven decisions, and optimized supply chains. At the same time, the complexity increases: master data must be consistent across the company and often even uniform internationally.

The maintenance of master data is not only a technical challenge but also an organizational one. It requires clear responsibilities, well-defined processes, and suitable systems. Only in this way can companies ensure that their data foundation remains robust, up-to-date, and usable – a crucial competitive advantage in data-driven markets.

Stories

In a world where users are confronted with thousands of pieces of information every day, it is crucial to create content that captures attention – and holds it. Stories have become one of the most effective formats in digital marketing today. They provide brands with the opportunity to communicate with their audience in an authentic, emotional, and interactive way. Particularly due to their short lifespan and placement at the top of social media apps, they are ideally suited to interact with target audiences on equal footing.

In this article, you will learn how stories work in digital marketing, why they are so effective, and how you can use them strategically.

1. What are Stories?

Stories are short, vertical content (usually videos or images) available on platforms like Instagram, Facebook, WhatsApp, LinkedIn, Pinterest, or TikTok. They typically disappear after 24 hours, but can remain visible longer through features like highlights or saved story archives.

Features of Stories:

  • Duration: typically 15 seconds per segment

  • Format: 9:16 vertical format

  • Content: videos, photos, text, emojis, links, music

  • Function: insights, interaction, entertainment, advertising

  • Platforms: Instagram, Facebook, WhatsApp, LinkedIn, TikTok (similar formats)


2. Why Stories are So Important in Digital Marketing

a) Instant Attention

Stories appear at the top of social media apps and are often viewed by users first – even before the actual feed.

b) Authenticity

Stories often seem more spontaneous and genuine than traditional posts. This builds trust in the brand and creates closeness.

c) Interactive Features

Questions, polls, quizzes, votes, swipe-up links (or link stickers) – all of this promotes engagement and interaction with the community.

d) Urgency Through Time Limitation

The 24-hour availability creates FOMO (“Fear of Missing Out”) – users don’t want to miss anything.

e) Low Production Barrier

Stories don’t need to be perfect – a mobile video is often enough. This lowers the entry barrier for companies and brands.

3. Use Cases for Stories in Marketing

1. Presenting Products

With short clips or boomerangs, products can be shown in everyday situations – ideal for an authentic brand experience.

2. Behind-the-Scenes Content

Show insights into daily work life, production, or events – this conveys transparency and builds trust.

3. Announcements and Teasers

Whether it's a product launch, a new collection, or a discount campaign – stories are perfect for building excitement.

4. Interactive Community Elements

Ask questions, conduct polls, or incorporate quiz stickers – this fosters viewer engagement.

5. Share User Generated Content

Share story contributions from customers (with their consent) to support your brand through real experiences.

6. Story Series or Tutorials

Use multiple slides to tell stories in series form: e.g., “5 Tips in 5 Days,” “Mini Recipe Series,” “Q&A about the Brand.”

4. How to Create Good Stories

a) Strong Opening

The first few seconds are crucial. Use eye-catching colors, surprising statements, or questions to grab attention.

b) Clear Goal

What do you want to achieve? Reach, interaction, clicks? Every story should have a clear goal and a call to action.

c) Don’t Forget Branding

Subtly integrate your logo, brand colors, or fonts into your stories – this increases recognition value.

d) Use Music and Sound Purposefully

Music underscores the emotion of the content. Use suitable sounds or voiceovers to make your content more lively.

e) Vertical Thinking

Stories are mobile-optimized content – so don’t recycle landscape videos. Use the entire vertical format for your content.

5. Story Highlights – Making Content Permanently Visible

Stories can be permanently saved on the profile through highlights. These are perfect for:

  • Answering FAQs

  • Showing product information or categories

  • Making events or campaigns visible in the long term

  • Presenting testimonials and customer feedback

  • Sharing company values or team introductions

Structure your highlights by topics and design them in a uniform style – this makes you appear professional and trustworthy.

6. Measuring Success: Metrics for Stories

The most important metrics for story performance are:

  • Impressions: How often was the story seen?

  • Reach: How many users viewed the story?

  • Responses: Number of reactions via direct message

  • Next Clicks: How many clicked to the next story?

  • Drop-Offs: How many left the story?

  • Interactions with Stickers: Clicks on polls, links, quizzes, etc.

Tools like Instagram Insights, Facebook Creator Studio, or third-party tools like Later, Hootsuite, or Metricool assist in evaluation.

7. Best Practices and Tips

  • Post Regularly, e.g., 3–5 stories per day, to stay in memory.

  • Variety is key: Show different content and use all available tools (stickers, music, text).

  • Storytelling Rather than Advertising: Tell small stories instead of flat advertising messages.

  • Link Smartly: Direct interested parties to the shop, blog, or newsletter sign-up.

  • Use Peak Times: Post at times when your target audience is active.

8. Paid Stories – Advertising in Story Format

In addition to organic stories, companies can run story ads. These appear between other users’ stories and can be targeted.

Advantages of Story Ads:

  • Seamless Integration into user behavior

  • Target Audience Specific Targeting like other Facebook/Instagram campaigns

  • Swipe-Up Function / Link Sticker to the website, landing page, or shop

  • Ideal for quick conversions, awareness, or traffic

It is important that story ads do not look like traditional advertising – they should visually and content-wise align with organic stories.

9. Platform Differences: Stories on Different Networks


Platform

Special Feature

Instagram

Largest reach, many interaction possibilities

Facebook

Similar to Instagram, older target audience

WhatsApp

More private communication, ideal for small businesses

LinkedIn

Less widespread, more for B2B insights (stories function has been discontinued)

TikTok

No classic story format, but similar short formats

Pinterest

“Idea Pins” as story-like content

10. Challenges and Common Mistakes

❌ Too Much Text

Stories are fast-paced – keep text short, clear, and big.

❌ Unstructured Approach

Guide your viewers through a clear story or structure.

❌ Only Advertising

Too many promotional contents can deter viewers. Value is crucial.

❌ No Interaction

Those who do not use polls, questions, or links miss the potential for engagement and conversion.

Conclusion: Stories are More than a Trend

Stories are a central element of modern brand communication. They enable real closeness to the target audience, promote interaction, increase brand loyalty, and can achieve concrete conversions – from website visits to product purchases.

Whether a large corporation or a small start-up: Those who strategically, regularly, and creatively use stories create a strong foundation for sustainable success in digital marketing.

T

Targeting

Of course! Here is a detailed text with around 1,000 words on the topic of Targeting in Digital MarketingThe essence of digital marketing is to deliver relevant content to the right people at the right time. The digital world offers advertisers unprecedented opportunities to specifically and individually address potential customers. This targeted addressing of target groups is called Targeting. It is one of the most important success factors in online marketing – from social ads to search engine ads and display campaigns.

In this article, we explain what targeting means in digital marketing, what forms it takes, how it works, and what best practices companies should consider.

1. What is Targeting in Digital Marketing?

Targeting refers to the precise alignment of advertising measures to specific target groups. It enables marketers to show ads only to users who are highly likely interested in a product or service. The goal is to minimize waste and maximize relevance.

Instead of broadcasting ads indiscriminately, targeting relies on data – for example, demographic characteristics, interests, behaviors, or location. The idea behind it: The better I know my target audience, the more efficient and successful my advertising will be.

2. Why is Targeting So Important?

In today’s flood of information, people are constantly surrounded by content. It is even more crucial to display only relevant content at the right time. Without targeting, companies risk:

  • high waste (target groups outside the area of interest)

  • low conversion rates

  • wasted budgets

  • lost reach

Proper targeting, on the other hand, ensures:

  • higher efficiency

  • better performance

  • personalized user experiences

  • stronger customer loyalty

3. The Main Types of Targeting at a Glance

a) Demographic Targeting

This targets individuals based on classical demographic characteristics:

  • Age

  • Gender

  • Marital Status

  • Income

  • Education

  • Occupation

Example: A baby product brand targets its advertising to women aged 25 to 40.

b) Geographic Targeting (Geo-Targeting)

Target groups are segmented based on their location – from country down to postal code.

Example: A restaurant advertises its lunch specials only within a 5 km radius.

c) Interest-Based Targeting

Platforms like Facebook, Instagram, or TikTok analyze user behavior to draw conclusions about interests.

Example: An online store for sportswear targets its advertising to people interested in fitness, outdoor activities, or running.

d) Behavioral Targeting

Here, data on online behavior is included: visited websites, click behavior, purchase history, app usage, etc.

Example: Someone who regularly reads travel blogs receives ads for flights or hotels.

e) Retargeting (Remarketing)

Users who have previously interacted with a company (e.g. website visit, cart abandonment) are specifically targeted again.

Example: A user forgot a pair of shoes in their cart – later they see an ad for that exact product.

f) Lookalike/Similar Audience Targeting

Based on existing customer data, a "similar audience" is created. These individuals share similar characteristics and behaviors with existing customers.

Example: Facebook finds users who resemble the most loyal customers of an online store.

g) Contextual Targeting

This relates to the environment in which an ad is placed. Ads are shown on pages with specific thematic content.

Example: An insurance provider places its banners on blogs about finance or travel.

h) Device and Platform Targeting

Advertising can be displayed depending on the end device (smartphone, tablet, desktop), operating system, or even browser.

4. Targeting on Different Platforms

► Google Ads

  • Target groups based on keywords, interests, purchase intent, or remarketing

  • Audience segments in the Google Display Network (GDN) or YouTube

► Meta (Facebook & Instagram)

  • Very precise targeting based on interests, behavior, location, age, gender

  • Custom Audiences & Lookalike Audiences

► LinkedIn Ads

  • Specifically for B2B

  • Targeting based on industry, profession, hierarchy level, company size, etc.

► TikTok Ads

  • Target audiences based on behavior, interests, and video interactions

5. Data Protection and Ethical Boundaries

With the increasing use of user data comes greater responsibility. The GDPR (General Data Protection Regulation) in Europe regulates how personal data can be used.

Important points:

  • Consent required for tracking (e.g., via cookie banners)

  • Transparency about stored data

  • Option for data deletion and access

Ethically, it’s important: Targeting must not be discriminatory or manipulative. Also, sensitive data categories such as religion, health, or political views should be handled with care.

6. Challenges in Targeting

❌ Data Quality

Missing or outdated data leads to poor audience targeting.

❌ Over-Targeting

Too many restrictions can severely limit reach and increase costs per click.

❌ Ad Fatigue

If the same target group sees the same ad too often, its effectiveness decreases – maintaining the right frequency helps here.

❌ Dependence on Third-Party Platforms

Apple's iOS tracking restrictions (App Tracking Transparency) and the end of third-party cookies significantly change the targeting landscape.

7. Best Practices for Successful Targeting

Audience Analysis in Advance

Understand your ideal customers – through market research, CRM data, personas, or web analytics.

Testing and Optimizing

Create A/B tests with different targeting options and regularly analyze performance.

Synchronize Content and Targeting

Relevant content is only successful when it fits the target audience. Not only show "who," but also "what."

Cross-Channel Strategy

Utilize different platforms – with specific targeting for each channel.

Respect Data Protection

Ensure transparency and trust – this is also part of sustainable marketing.

8. The Future of Targeting: AI, Data & Privacy

The future lies in Artificial Intelligence (AI) and Predictive Analytics: systems that learn independently from data which target groups respond best to which content. At the same time, awareness of data sovereignty and privacy-by-design is growing.

Future targeting strategies will increasingly focus on:

  • First-party data (e.g., from own apps, stores, or newsletters)

  • Contextual targeting as an alternative to tracking

  • Consent-based models (transparency instead of surveillance)

Conclusion: Targeting is Not a Luxury, but a Necessity

In digital marketing, targeting is an indispensable tool to execute relevant, effective, and efficient campaigns. Those who know and understand their target audience can create personalized experiences, avoid waste, and make the marketing budget go further.

However, targeting is not automatic: it requires good data, strategic thinking, continuous optimization, and ethical responsibility. Then it becomes a true success factor in the digital marketing mix.

TCO

TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.

Template

Templates in Marketing – Efficiency through Structure and Reusability

A template (German: Vorlage) is a pre-made, reusable format that specifies structure, design, and content elements. In marketing, templates serve to standardize processes, save time, and ensure a consistent brand image across all channels.

Templates are used in numerous areas:

  • Email Marketing: Templates for newsletters or automated campaigns enable consistent design and facilitate the production of regularly published content.

  • Social Media: Designs for Instagram posts, LinkedIn graphics, or Facebook banners ensure recognition and save design effort.

  • Landing Pages: Pre-made page layouts with placeholders for headlines, CTAs, and images speed up the creation of campaign-specific pages.

  • Presentations & Pitch Decks: Uniform PowerPoint or Google Slides templates convey brand identity even in internal and external communication.

  • Content Formats: Templates for blog articles, white papers, or case studies help in the consistent structuring of editorial content.

The great advantage of templates lies in their efficiency increase. Teams do not have to start from scratch each time but can rely on proven, tested formats. At the same time, templates ensure that corporate design, language, and tone are adhered to – especially important in larger organizations or with multiple parties involved in the marketing process.

Modern tools like Canva, HubSpot, Mailchimp, or Adobe Express provide pre-made templates or allow creating custom templates and sharing them within the team. It is important that templates should be flexibly adaptable to allow for creative freedom and not come across as impersonal.

Conclusion: Templates are a valuable tool in everyday marketing. They combine efficiency with brand strength – and help maintain quality and consistency across all measures.

Tone of Voice

In today's digital age, where customers are confronted with a flood of information every day, it is no longer enough to simply what a brand says – what matters is how it says it. The so-called Tone of Voice (TOV), or the style or tone of a brand's communication, has become an important tool in marketing. It significantly influences the perception, recognition, and credibility of a brand.

A clearly defined Tone of Voice helps convey the brand identity consistently across all channels, build trust, and connect emotionally with the target audience.

What is the Tone of Voice?

The Tone of Voice refers to the way a brand communicates – both in terms of language and style. It is not about content, but about form. It involves word choice, sentence structure, style, tonality, rhythm, and the emotional level of a message.

Examples:

  • Factual and professional (e.g., for an insurance company)

  • Casual and humorous (e.g., for a start-up)

  • Inspiring and motivating (e.g., for a fitness brand)

  • Luxurious and exclusive (e.g., for a fashion brand)

The Tone of Voice reflects the personality of the brand – and ensures that it appears recognizable and authentic.

Why is the Tone of Voice so important in marketing?

1. Strengthening brand identity

The Tone of Voice gives the brand a distinctive voice. This creates a coherent brand image that is consistent both externally and internally.

2. Audience engagement

A well-chosen linguistic style directly addresses the target audience – emotionally and on an equal footing. It creates closeness, trust, and relevance.

3. Differentiation from the competition

Products and services are often interchangeable – but the tone is not. The Tone of Voice can be a crucial differentiating factor.

4. Trust and credibility

A consistent communication style appears professional and trustworthy. An inconsistent or inappropriate tone, on the other hand, can create confusion and rejection.

Components of a Tone of Voice

A complete Tone of Voice concept includes several levels:

1. Language style

  • Simple or complex?

  • Formal or colloquial?

  • Active or passive?

2. Tonality

  • Warm, friendly, empathetic?

  • Factual, matter-of-fact, informative?

  • Provocative, cheeky, ironic?

3. Attitude and values

  • Optimistic or critical?

  • Approachable or distant?

  • Goal-oriented or inspiring?

4. Typical formulations

  • Which terms are preferred?

  • Are there fixed phrases or claim structures?

  • Which words should be avoided?

Examples of Tone-of-Voice styles

Brand

Tonality

Effect

IKEA

Casual, personal, pragmatic

Customer proximity, everyday friendly

Apple

Minimalistic, clear, inspiring

High quality, innovation

Nike

Motivational, energetic, emotional

Sportiness, determination

Haribo

Childlike, playful, cheerful

Family-friendly, fun-oriented

Volkswagen

Trustworthy, down-to-earth

Quality, German engineering

How to develop the right Tone of Voice?

Developing an appropriate Tone of Voice is a strategic process that involves several steps:

1. Analyze brand identity

What is the brand's mission? What values does it represent? How should it be perceived?

2. Understand the target audience

What language does the target audience speak? How do they communicate in everyday life? What tonality matches their needs and expectations?

3. Compare competitors

How do comparable brands communicate? Where is there potential for differentiation?

4. Define brand personality

It often helps to describe the brand as a person:

  • Would it be more of a creative rebel or a conservative advisor?

  • Would it use informal or formal address?

  • Would it be loud or rather reserved?

5. Formulate Tone-of-Voice guidelines

A Tone-of-Voice-Guide concretely describes how the brand voice expresses itself – with examples, rules, and application guidelines.

The Tone-of-Voice Guide: What should it include?

A good TOV guide typically contains:

  1. Short description of the brand


    • Mission, vision, values


  2. Basic tonal direction


    • E.g., "Our brand communicates directly, emotionally, and motivatingly."


  3. Do's and Don'ts


    • Exemplary formulations

    • Words or stylistic elements to be avoided


  4. Examples for various channels


    • Email communication

    • Social media

    • Website texts

    • Brochures or presentations


  5. Comparisons: wrong vs. right


    • E.g., "Dear customer" vs. "Hello! Nice to see you here."

Tone of Voice in practice

Social Media

Here, a casual, authentic tone is often required. Brands can sound "more human" here – sometimes even with humor or irony.

Customer Support

Empathy and willingness to help are paramount. The tone should be calming, understandable, and solution-oriented.

Email Marketing

Depending on the recipient, the tone can be more personal or formal. A clear, understandable language with direct address is important.

Website and product texts

The Tone of Voice should build trust and reflect the brand values – from the homepage claim to the product description.

Challenges with Tone of Voice

  • Channel dependence: One tone does not fit all platforms equally well. Adjustments are needed without losing the brand voice.

  • Internationalization: The Tone of Voice needs to be localized – cultural differences in tonality and style must be considered.

  • Employee training: Everyone who speaks on behalf of the brand must know and be able to apply the tonality.

  • Authenticity: The tone must not come across as forced or artificial – otherwise, the brand will lose credibility.

Criteria for a strong Tone of Voice

  • Recognizable – one recognizes the brand even without a logo.

  • Consistent – same tonality across all touchpoints.

  • Target audience-oriented – speaks the language of customers.

  • Flexible – adapts to the medium and context.

  • Authentic – appears credible and appropriate for the brand.

Conclusion

The Tone of Voice is much more than a linguistic style – it is an expression of brand personality. In a world where the first impression often occurs digitally, the tone determines whether a brand is perceived, liked, or ignored. Companies that invest in a clear, consistent, and target audience-oriented Tone of Voice not only strengthen their communication – they strengthen their entire brand.

Because people do not just buy products. They buy brands, attitudes, and emotions. And these are transported – alongside images – primarily through language. The Tone of Voice is the voice that brings the brand to life.

Trend analysis

In an increasingly dynamic and digitized world, it is essential for companies to recognize and respond to current developments early on. The trend analysis in marketing serves this very purpose: it identifies, evaluates, and interprets changes in consumer behavior, technological advances, societal trends, and economic conditions. The goal is to make informed strategic decisions, unlock innovation potential, and secure competitive advantages.

What is trend analysis in marketing?

Trend analysis in marketing is a systematic process for observing and evaluating developments that can sustainably influence consumer behavior or the market. These trends can come from various areas, such as technology, society, the environment, the economy, or politics. Unlike short-term fads, marketing trend analyses aim at longer-term, structural changes.

Objectives of trend analysis

The main objectives of trend analysis in marketing are:

  1. Early detection: Recognizing potential changes in the market environment in a timely manner.

  2. Strategic planning: Using trends as a basis for forward-looking marketing strategies.

  3. Innovation promotion: Developing new product and service ideas.

  4. Risk minimization: Avoiding misinvestments through better market understanding.

  5. Customer centering: Deepening understanding of changing needs and expectations of target groups.

Types of trends

Trends can be classified in various ways, particularly by their reach and duration:

  • Megatrends: Long-term, global developments (e.g., digitization, sustainability, urbanization).

  • Macrotrends: Trends affecting several industries or societal areas (e.g., sharing economy).

  • Microtrends: Shorter-term, often industry-specific developments (e.g., the boom of plant-based meat alternatives).

Methods of trend analysis

1. Desk research

The simplest and most cost-effective method is analyzing existing data sources: studies, trade journals, social media, scientific publications, market reports, or trend portals like WGSN or TrendOne. The aim is to gather and condense relevant information.

2. Expert interviews and Delphi method

Engagement with experts and industry insiders provides high-quality insights. The Delphi method – a structured multi-stage expert survey – helps develop consolidated future scenarios.

3. Trend scouting and monitoring

Specialized trend agencies or internal innovation departments specifically observe new developments worldwide – for example, in start-up ecosystems, at trade fairs, or in innovation hubs.

4. Data analysis and AI

Big data and artificial intelligence offer new opportunities to detect patterns in consumer behavior. Tools like predictive analytics, text mining, or sentiment analysis help automatically recognize and evaluate relevant trends. Various tools from different sectors, such as Semrush or Meltwater, support this.

5. Scenario technique

The development of different future scenarios helps companies better assess their strategic options and prepare for possible developments.

Application examples in practice

1. Fashion industry

In the fashion industry, trend scouting is fundamental. Companies like Zara or H&M rely on agile processes to quickly respond to microtrends. At the same time, they observe megatrends such as gender fluidity or sustainability and develop new product lines based on them.

2. Food industry

Changed dietary habits – for example, the trend towards vegan nutrition – lead to the development of new product categories. Brands like Oatly or Beyond Meat are direct results of such market changes.

3. Automotive industry

Trends such as electromobility, autonomous driving, or car-sharing have massively changed the marketing and product strategies of many car manufacturers. Tesla, for example, combines technological trends with a clear focus on sustainability and digital brand management.

4. Tourism industry

Changed travel habits (e.g., sustainable travel, workation trend, digital detox) lead to new offerings and target group approaches. Marketing campaigns are tailored to this, for example, through promoting ecologically responsible travel options.

Advantages of trend analysis in marketing

  • Competitive advantage: Early detection enables first-mover advantages.

  • Customer loyalty: Trends indicate what moves target groups – those who respond remain relevant.

  • Innovative capability: Trend analyses inspire new ideas and disruptive business models.

  • Market understanding: Companies better understand how needs, values, and lifestyles develop.

Challenges of trend analysis

Despite its advantages, there are also challenges:

  • Data deluge: The multitude of information can be overwhelming. Filtering mechanisms are crucial.

  • Uncertainty: Not every trend prevails. Misinterpretations can lead to misinvestments.

  • Short-lived nature: Microtrends become outdated quickly – companies must be agile enough to keep up with the dynamics.

  • Bias: Subjective assessments (e.g., in expert interviews) can lead to distortions.

Integration into marketing strategy

An effective trend analysis does not end with the insights gained but with implementation. Companies should use trends as a starting point for concrete strategic measures:

  1. Product development: New products or services based on current customer needs.

  2. Positioning: Adapting the brand message to societal developments.

  3. Channel selection: Using new communication platforms that are trending (e.g., TikTok, podcasts).

  4. Target group communication: Fine-tuning communication in line with changing values and lifestyles.

Conclusion

Trend analysis in marketing is a central tool for successfully operating in a rapidly changing world. Those who recognize, understand, and strategically use trends create sustainable competitive advantages. It is not just about reacting to changes but about proactive action – companies that shape trends are future-ready.

Trend analysis is not a one-time activity but a continuous process. It requires an open mindset, systematic approaches, and the ability to endure uncertainties. Especially in times of digitization, climate change, and global upheavals, it is more important than ever.

U

UI/UX

UI/UX – User Interface and User Experience in Digital Design

UI (User Interface) and UX (User Experience) are two central concepts in digital design that are closely intertwined but focus on different aspects. Together, they ensure that digital products such as websites, apps, or software solutions are not only functional but also user-friendly and appealing.

UI (User Interface) refers to the user interface – that is, the visual design and interaction elements of a digital product. This includes colors, fonts, buttons, layouts, menus, and icons. The goal of UI design is to create an attractive, intuitive, and consistent interface that reflects the brand identity and facilitates navigation.

UX (User Experience), on the other hand, describes the overall user experience – from the first interaction with the product to the achievement of a specific goal, such as purchasing a product or submitting a form. It is about usability, logic, efficiency, and emotional impact. Good UX design takes into account the needs, expectations, and behaviors of users. It ensures that the use of a digital product is simple, enjoyable, and as seamless as possible.

The collaboration of UI and UX designers is crucial for the success of a digital product. UX designers analyze user needs, create user journeys and wireframes, while UI designers implement these concepts visually. Both disciplines use tools like Figma, Adobe XD, or Sketch for collaborative development.

Thoughtful UI/UX design leads to more satisfied users, higher conversion rates, and stronger customer loyalty. In an increasingly digital world, user-centered design is therefore not a luxury but a competitive factor.

User Experience

User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.

USP - Unique Selling Proposition

In a world full of brands, products, and services, it is becoming increasingly difficult for companies to stand out from the crowd. This is where the USP comes into play – the Unique Selling Proposition or in German: the unique selling point. It describes the feature that makes a product or service unique and sets it apart from the competition. A clearly defined USP is essential for any successful marketing strategy.

What does USP mean?

The term USP (Unique Selling Proposition) was coined in the 1940s by advertising expert Rosser Reeves. He described it as the clear, convincing benefit promise that distinguishes a product from all others. A USP answers the question:

"Why should a customer buy this product – and not another?"

A USP must fulfill three central characteristics:

  1. Uniqueness: The promise must stand out clearly from the competition.

  2. Relevance: It must offer a concrete benefit to the target group.

  3. Communicability: The USP must be easy, clear, and memorable to convey.

The importance of USP in marketing

The USP is the foundation of a company or product's positioning in the market. It helps to:

  • sharpen the brand image,

  • build trust and recognition,

  • clarify the competitive advantage,

  • establish customer loyalty, and

  • formulate marketing messages effectively and purposefully.

Without a clear USP, marketing efforts run the risk of appearing arbitrary or interchangeable.

Examples of successful USPs

1. M&Ms – "Melts in your mouth, not in your hand"

This USP promised a specific functional characteristic that set M&Ms apart from other chocolate candies – and is still memorable today.

2. Apple – "Think different"

Here, the product is not the focus, but rather the attitude. Apple positioned itself as a brand for creative, independent thinkers – with great success.

3. Volvo – "Safety"

Volvo has consistently positioned itself as a manufacturer of safe cars over decades. This USP was credible and decisive for many consumers when making a purchase.

4. Avis – "We try harder"

As the number 2 in car rental, Avis deliberately relied on an emotional USP: We are not the largest, so we have to try harder – which created sympathy and trust.

How to develop a USP?

The development of an effective USP is a strategic process. Here are the key steps:

1. Target group analysis

Understand what the customer really wants. What needs, desires, problems, and expectations does the target group have?

Questions:

  • What problems do my customers have?

  • What drives them to purchase?

  • What are their values and emotions?

2. Competitive analysis

What are competitors offering? Where do they differ? Where are their weaknesses? The aim is to identify white spaces in the market – areas that are not yet occupied.

3. Define your own strengths and values

What makes your company or product special? These can include technical features, quality, price-performance, design, origin, innovation, or service.

4. Check relevance

The USP must not only be unique but also relevant to the target group. A unique selling point that interests no one is worthless.

5. Formulate the USP

The formulation should be simple, concrete, understandable, and concise. Rule of thumb: A USP should be expressible in one sentence – and remain in memory.

Example structure for a USP sentence:

"[Product/Brand] is the only [Category] that offers [Main benefit/Unique Selling Point]."

Example:

"Our toothpaste is the only one with a triple enzyme formula that has been proven to remove tartar before it forms."

Types of Unique Selling Propositions

A USP can refer to various aspects of a product or company:

  1. Product features: e.g., function, quality, design, technology.

  2. Price/performance: Cheaper, better ratio, more benefits per euro.

  3. Service: e.g., fast support, free delivery, individual consulting.

  4. Corporate philosophy: e.g., sustainability, social responsibility.

  5. Emotional aspects: e.g., identification, image, lifestyle.

  6. Customer experience: Unique purchasing experience or customer journey.

USP vs. Positioning

Often, USP and positioning are confused. The difference:

  • USP: Concrete unique selling feature of a product or brand.

  • Positioning: The overall picture that a brand occupies in the customer's mind – to which the USP makes a significant contribution.

A USP is thus a central component of positioning but cannot be equated with it.

Errors in USP development

1. Interchangeability

Many companies claim to offer "best quality" or "excellent service" – this is not credible if it is not measurable and unique.

2. Complicated formulations

A USP must be easily understandable – no jargon or marketing speak.

3. No customer benefit

If the USP does not provide tangible advantages for the customer, it remains ineffective.

4. Contradictory brand messages

A USP must be consistent with the overall brand communication. If the brand image does not fit the unique selling proposition, confusion arises.

USP in the digital age

With digitalization, the rules have changed. Customers can now quickly and comprehensively inform themselves, compare, and evaluate. Therefore, a convincing USP is more important than ever – and must also be visible and experienceable online.

Important aspects:

  • Search Engine Optimization (SEO): The USP should be reflected in meta titles, descriptions, and website texts.

  • Social Media: Through storytelling and content marketing, the USP can be emotionally charged and spread.

  • Customer reviews: The USP must be confirmed in the real customer experience – only then is it credible.

Conclusion

A clearly formulated, relevant, and credible USP is the cornerstone of any successful marketing strategy. In saturated markets, it often is not the "what" that matters, but the "why" – why a customer chooses precisely this product. Companies that succeed in clearly naming their unique selling point and communicating it across all channels differentiate themselves from the competition and create genuine customer loyalty.

In a time when products are often technically interchangeable, the USP becomes the emotional bridge between brand and person. It is the promise that makes the difference – and it must be kept.

If you'd like, I can create a presentation, a PDF, or a one-pager document for you. Just let me know!

W

Advertising contacts

Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.

Advertising effect

Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.

WhatsApp

WhatsApp – The most popular messaging app in the world

WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.

WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.

Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.

For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.

WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.

Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.

WooCommerce

WooCommerce – The flexible e-commerce solution for WordPress

WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.

The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.

A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.

WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.

Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.

For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.

Mundpropaganda

/en/glossar/reachWord of Mouth (WOM) in Marketing – The Power of Word of Mouth

Word of Mouth (WOM), also known as word-of-mouth advertising, refers in marketing to the dissemination of information about products, services, or brands through personal recommendations. In contrast to traditional advertising, WOM is based on authentic, voluntary statements from consumers and therefore enjoys a particularly high level of credibility.

Recommendations from friends, family, or colleagues often influence purchasing decisions more strongly than advertising messages. Studies show that consumers are more likely to trust products or services rated positively by other customers. This form of referral marketing is particularly effective because it is directly based on trust, satisfaction, and personal experience.

WOM can take place both offline (e.g., through conversations) and online (e.g., through reviews, social media, or forums). Especially through social networks, the reach of WOM has significantly increased. A single positive post can go viral and reach a massive audience – just like a negative one.

In marketing, Word of Mouth is strategically used to increase reach and brand awareness. Measures include, for example:

  • Campaigns with influencers or brand ambassadors

  • Customer reviews and testimonials on websites

  • Referral programs with incentives (e.g., discounts)

  • Experience marketing that encourages positive word-of-mouth

The prerequisite for successful WOM is a convincing product or experience. Only those who provide added value will be recommended. Companies should therefore focus on quality, customer satisfaction, and customer service.

WOM is cost-effective, sustainable, and credible – a powerful tool in the marketing mix that contributes to brand building and customer retention in the long term.

WordPress

WordPress – The Leading Content Management System (CMS)

WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.

One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.

WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.

Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.

Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.

In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.

X

XCode

Xcode – The Development Environment from Apple

Xcode is Apple’s official integrated development environment (IDE). It is used to develop applications for iOS, macOS, watchOS, and tvOS. Xcode offers a comprehensive collection of tools that allow developers to create, test, and debug software efficiently.

The IDE includes a code editor, an interface builder for graphical user interfaces (GUIs), a simulator for various Apple devices, as well as extensive debugging and performance analysis tools. Xcode supports programming languages such as Swift, Objective-C, C++, and Python (for supporting tasks).

A central component of Xcode is the Interface Builder, which allows visual editing of user interfaces. Developers can create user interfaces via drag-and-drop without having to dive deeply into code. Especially in combination with SwiftUI, Apple’s modern declarative UI technology, Xcode enables very fast previews and adjustments of apps.

Xcode also includes the iOS Simulator, which allows developers to test their apps on various virtual devices, such as different iPhone or iPad models, without needing actual hardware. This significantly speeds up the development and testing phase.

Another important feature is the close integration with TestFlight and App Store Connect, which streamlines the process from development to the release of an app.

Xcode is free and available through the Mac App Store, but exclusively for macOS. Due to its close integration with Apple’s ecosystem, Xcode is an essential tool for anyone looking to develop apps for Apple platforms.

XML Sitemap

XML Sitemap – Importance and Function

An XML Sitemap is a structured file in XML format that provides search engines like Google, Bing, or Yahoo with an overview of all important pages of a website. The main goal of an XML Sitemap is to help search engine crawlers find, crawl, and index web content – especially when dealing with large, new, or complex websites.

A typical XML Sitemap lists URLs and can contain additional information such as the creation or modification date of a page (<lastmod>), the change frequency (<changefreq>), and the priority of individual pages (<priority>). This information helps search engines better assess the timeliness and relevance of pages.

Example structure of an XML Sitemap:


<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
  <url>
    <loc>https://www.beispielseite.de/seite1</loc>
    <lastmod>2025-04-27</lastmod>
    <changefreq>weekly</changefreq>
    <priority>0.8</priority>
  </url>
</urlset>

XML Sitemaps are particularly important for:

  • Websites with a very large number of pages,

  • new websites with few incoming links,

  • extensive e-commerce stores with frequent content changes,

  • Websites with hard-to-navigate page structures (e.g., dynamic content).

While the Sitemap itself does not directly improve rankings, it ensures that all important pages can be indexed – a fundamental step for good visibility in search engines. It is advisable to regularly update the XML Sitemap and submit it to Google Search Console as well as other search engines.

Y

Yammer

Yammer – The Social Network for Businesses

Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.

The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.

Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.

Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.

Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.

Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.

Yoast

Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.

YouTube

YouTube – The world's largest video platform

YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.

Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.

A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.

For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.

YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.

YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.

In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.

Z

Zapier

Zapier – Automation for the Digital Everyday

Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.

Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.

Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.

The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.

Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.

In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.

Zendesk

Zendesk is a cloud-based customer service platform that helps companies provide efficient and user-friendly customer service. Founded in 2007 in Denmark, Zendesk quickly became one of the leading providers in the field of customer relationship management (CRM). The platform offers a variety of tools to centrally manage inquiries through various channels such as email, chat, phone, social media, and a help center.

A central component of Zendesk is the so-called ticket system. Every customer issue is recorded as a ticket that can be tracked, prioritized, and assigned to individual team members. This allows teams to maintain an overview even with a high volume of inquiries. Automations and macros help reduce repetitive tasks and shorten processing times.

In addition to the classic support module, Zendesk offers other products, such as for sales (Zendesk Sell), knowledge bases (Zendesk Guide), or live chat (Zendesk Chat). Through APIs and integrations with third-party software like Salesforce, Slack, or Shopify, Zendesk can be flexibly adapted to existing IT structures.

A significant advantage of Zendesk is its user-friendliness. The interface is intuitively designed, which shortens the onboarding time. Additionally, Zendesk provides extensive analytics features: dashboards and reports let companies measure and actively improve the performance of their customer service.

Zendesk is suitable for companies of all sizes – from startups to large corporations. Especially in a time when customer satisfaction is a crucial competitive advantage, Zendesk represents a powerful tool to ensure professional, fast, and personalized customer support.

Target groups

Target Audiences in Marketing – The Key to Effective Communication

The target audience is one of the central concepts in marketing. It describes the entirety of individuals or companies that should be addressed with a specific marketing measure. A clearly defined target audience enables companies to tailor their messages, products, and services precisely to the needs and expectations of potential customers – thereby minimizing wastage and increasing the likelihood of success.

Target audiences can be segmented based on various characteristics, such as:

  • Demographic: Age, Gender, Educational Level, Income

  • Geographic: Place of Residence, Region, Country

  • Sociographic/Psychographic: Lifestyle, Values, Attitudes, Interests

  • Behavioral: Buying Behavior, Brand Loyalty, Usage Frequency

In B2B marketing, additional criteria come into play, such as company size, industry, decision-making authority, or technology affinity.

The precise definition of the target audience is the foundation for choosing the right channels, content, tone, and advertising formats. A social media post aimed at young adults speaks a different language than a whitepaper for IT decision-makers in mid-sized companies. Targeted communication increases the relevance of the marketing message – leading to more attention, higher click-through rates, and better conversion rates.

Modern tools like Google Analytics, CRM systems, or marketing platforms like HubSpot help analyze and segment target audiences based on real data. Buyer Personas – fictional, detailed profiles of typical target audience representatives – are also a proven tool for better visualization and strategic alignment.

Conclusion: Those who know and understand their target audience can communicate more effectively, develop products according to demand, and build long-term customer relationships. The target audience is thus not only a strategic starting point but also a lasting focal point of successful marketing efforts.

Zoho

Zoho – The All-in-One Business Software for Companies

Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.

A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.

One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.

Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.

The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.

Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.